Disappointed with the generic global toolkit the UK Client gave us the opportunity to localise the ATL. Time was short so having identified two key demographics we planned back-to-back shoots over two days. The only mandatory being that we had to use doodles!
First up the male execution. Our task to hero the four corners of the customisable touch screen on the World’s smallest Android™ phone. Working with a Copywriter I set the scene. A captured moment watching the football with friends. This would tie in with the up coming World Cup when our campaign would go live. I led this response from start to finish comprising concept generation, casting, art direction and design.
For the female execution Timescape™ was the USP. A pre-installed software allowing users to view all their social networking within a single feed. Gossip and a girl’s night out was a key insight for our young professional, with the scene this time set in a smart salon.
The core creative was shot to cover all portrait and landscape formats across Retail, Press, Outdoor and Digital. Shortly after the initial launch I produced a festival execution for the keyboard version of the same handset.
