One Direction

to Rule Them All

To make a long story short

Creative & Design Direction & Management

Lead Creative Strategy
Set up and management of the creative team:

Hungry and Foolish, creative agency.
Joackim Henein and Antoine Dausse, freelance Senior Art Directors.
Simon Duhamel for Consulat, videos and photos productions.

This product launch is quite essential for the EU market, as this product serie is one of the best seller for EU countries. It was crucial for countries business to be able to have the all the assets needed to support their local communication plan and sales objectives. On top of that, it was also important to allow the EU countries to be able to localize and adapt the assets to fit their local market.

Launching the OPPO Reno4 in Europe, with an integrated creative strategy.

For the launch of the new smartphone, high-end mid-range for the genZ, It has been decided to design a creative strategy supporting the positioning of the product in Europe Region. To do this, we decided to design all of the communications assets, from key visuals to TV commercial, including photo samples and assets for media and social media platforms.

Our constraints were to be able to produce all of the assets as well as its guidelines document while respecting budgetary limits and taking into account the biggest constraint of the moment: worldwide lockdown. For this, I decided to form a hybrid team made up of AD freelancers, an agency as support and a photo and video production studio.

From 3D rendering
to Key Visuals Levels Approach

The challenges of this project were numerous, between managing production deadlines and the scale of the elements to be produced. We had to produce everything, 3D renderings based on existing 3D models, the concept of key visual and its variations, pre-production, production and post-production of the TVC, photo shooting...

It was also important for our region and our countries to design a level strategy for key visuals, which would allow us to have a powerful communication strategy without having to repeat the same message everywhere and everytime.

A Creative & Design Strategy which showcase Product KSPs,  not just pushing them.

The OPPO Reno4 series having numerous technological innovations and GenZ not being sensitive to technical demonstrations, we decided to demonstrate the KSPs through visuals aligned with the tone of the communication strategy.

We therefore decided to develop a photo direction close to GenZ trends. This benchmark therefore allowed us to develop a whole range of photographic styles, which we were able to use to demonstrate product functionalities.

A Creative and design Management, which takes advantage of every opportunity to produce communication assets.

We decided to take advantage of the opportunities during the shooting of the TVC to produce the photos using the OPPO Reno4 and its features. By integrating visuals into the key visual strategy and using a complementary direction, we were able to produce a whole suite of assets showing and demonstrating product features.

All these photos were used to produce content for secondary key visuals, but also for social media platforms. We were thus able to show the qualities of the product functionalities without having to be too technical for our sensitive local audiences.

An Assets strategy designed with localization in mind.

it was crucial for us that our countries could take full advantage of our communication strategy and thus reinforce sales objectives. This is why, from the start of the design, we envisaged our strategy and our assets as being easily adaptable to the media but also localizable.

This is why we invited our countries to join the launch campaign by using local influencers and localizing assets. Whether on social networks, OOH, media campaigns... Each country had the opportunity to design their own products and campaigns while being consistant with the region's overall communication.