Branding / Campaign Strategy / Video Production / Marketing Activation
Harnessing the perfect blend of creativity and strategy, we created a mockumentary-style video for mobiles.co.uk, that simultaneously delivered brand awareness and customer engagement whilst intelligently incorporating mobiles overall brand message; selling market-leading phones at the lowest prices.
Inspired by seminal TV & film genres, three short videos were produced with a central ‘No Drama’ theme aligned to mobiles overall brand message. The videos delivered an impeccable blend of humour, through mocking serious situations, driving mobiles commercial message to the target audience in a non-intrusive manner.
Using bright and energetic colours, the campaign branding was designed to be noticed. Colours were used subtly across each video to tie the campaigns together, creating visual unity for the audience.
An empty warehouse provided the perfect blank canvas setting to bring our creativity to life. With a huge emphasis on lighting, props and styling, the space was transformed into three unique environments, bringing each video to life and conveying the cinematic nature of the campaign.
Our Art Directors and Creative Directors were responsible for delivering a faultless combination of creativity and innovation, ensuring all videos demonstrated flair, style and cinematic vision, without feeling staged. RED cameras, known for their stunning RAW footage, were used to shoot all three videos, giving us greater scope when moving into post production.
A rigorous casting process was conducted to ensure actors aligned perfectly to each character, while costume and makeup stylists were selected with equal tenacity; their skills and expertise complemented each genre to ensure authenticity was achieved.
Inspired by classic 1970s heist films, costumes and lighting were central to ‘The Heist’. The stylists used strong orange lighting to mimic natural daylight, a tradition in 1970s filmmaking, while simultaneously drawing attention to the campaign’s parodical nature.
The concept for ‘Nope!’ was derived from the female-led Kill Bill, adding another string to the bow of the diverse range of characters. The most simplistic, and yet the most synonymous with the ‘No Drama’ strapline, ‘Nope!’ played on the strengths of the actors and the extremities of the characters.
The plot of Breaking Bad took the world by storm, and provided the inspiration to the third video. The yellow costumes married the branding and the lemons in the video effortlessly, enhancing the narrative and adding to the humour surrounding the two characters creating something as simple as lemonade.
The humour, tone and media choice for the campaign created a perfect fit for social media, with easy-to-share and easy-to-consume content.