An Opportunity:
Our research showed that a majority of women relied on accessorizing their phones to make them feel more personable to them. We needed to position our foldable phones as THE essential fashion accessory for them, beyond being cutting edge smartphones.
We created a series of editorial inspired videos and photos that elevated the style of the phones to the world of fashion.
For this to be unique, the details, the craft, and the concept mattered. We looked for and found twin models to emphasize the dual screens of the phones, and choreographed their movements and poses to abstract the movements and shapes of the phones.
Each set of videos highlighted phone features as part of the editorial feel of the production. The devices' colors were the inspiration of each set and wardrobe. The tailoring details showed the compact size of the phones, and the props showcased the tech capabilities, such as water resistance.
The campaign was strategically designed for a full marketing funnel approach, without compromising on its aesthetics, the story, or the product.
Its omni-channel media strategy proved a success, having a large impact on sellout.
