OUR 6+ YEAR PARTNERSHIP WITH THE LEGACY BRAND.
Campaign Development, Creative Direction, Production, Photography, Post Production
WE IDENTIFIED A NICHE IN THE INDUSTRY
Most camera manufacturers advertise their products in an overwhelmingly self-serious and pretentious tone. We saw this as an opportunity to disrupt the norm, which led to the question…
How do we create content that pokes fun at the brand while still positioning the product in an elevated way?
We created a fictitious FUJIFILM store and launched the All Sales Final commercial series.
If you know you know…
The series treats each episode as a comedy sketch. This positioned FUJIFILM as the imaging company that “gets it” and understands the quirks and inside-jokes of the photography community.
The audience couldn’t get enough, so we took the fictionalized version of the brand into product launch campaigns.
WE GOT AHEAD OF THE JOKE
Despite their best efforts, almost every new FUJIFILM product has been leaked before its announcement. So for the first time ever, we decided to boldly leak the GFX100S ourselves in a comedic-style commercial that went viral in the photo community.
RESEARCH & DEVELOPMENT
To push the boundaries of the brand voice further, we built a fictitious corporate office for FUJIFILM where we give a mockumentary style glimpse into how the products are made.
THEN WE MADE PRODUCT SIZZLES… LIKE YOU’VE NEVER SEEN THEM BEFORE
By stylizing the sizzles like a steamy R&B music video or classic James Bond title sequence, our approach carried over the tongue-in-cheek voice while keeping the photo community wanting more.
Beyond our humorous advertisements, we have also produced an anthology of message-forward hero films for global launch campaigns.
CONTENT THAT SPARKS A CONVERSATION
With each project, our creative team strives to create content that connects to photographers of all levels, rather than only pushing units.
THROUGH THE VIEWFINDER OF THE CONSUMER
From educational series to branded documentaries; every piece of content is driven by the same creative team and brand voice.