Apple Watch UK exclusive Launch
SKILLS:
Art Direction, Print
CLIENT:
EE
AGENCY:
Saatchi & Saatchi London
YEAR:
2017
Crafting a print campaign to integrate into one of the biggest and exclusive launches of the year.
EE had exclusive rights to the Apple Watch Series 3 in the UK and wanted to show it off! This was a big celebration with a national campaign that would end up in over 100 locations across the UK. The brief was to make the campaign feel like a celebration, a movie premiere event.
The campaign was going to be launched with a TV spot that would show how everyone is celebrating the launch of the Apple Watch Series 3. Client wanted an integrated campaign that would flow from TV to OOH. Once we had decided on a scene that would fit in with the TV, scamps were drawn, from there I lead the project in developing the art direction and working with a 3D artist and retoucher to bring it to life.
Out in the world
The process
First step was to create scamps of the propsed key visual, along with a moodboard of textures and treatments were developed to align with the look and feel of the TV campaign.
Next was to work with a 3D artist to develop the scene, I would check in with him daily to see progess and provide feedback, this agile approach allowed us to develop the scene faster as with all projects time was againist us. This also allowed for regular check in with the client to make sure that were happy.
