Make every shot a cover shot

Challenge

The challenge was that due to the fact that the Huawei P10 Smartphone was so hush hush prior to launch we had no product name, no graphic collateral and very little product information. So how could we create a suite of in-store materials based on such a loose brief?

All we knew was that there would be a range of colours available and that the camera would be a key feature. Alongside this, the client had a strict set of guidelines which firmly pitched the brand alongside Samsung and Apple.

Solution

Our experienced design team understood that the P9’s heritage was half the journey. We interpreted the brand guidelines to establish a unique instore DNA that wasn’t about ‘Me Too’ but ‘Look at Me!’.

As part of this, we created a family of images which took a hint of colour from the pallet of anodised phone cases likely to be part of the roll out.

The images were based on shots taken with the phones camera, reflecting the imaging perfection demanded by pro photographers. A key message was “Put a portrait studio in your pocket.” We explained the benefits that the new Leica Dual Camera 2.0 uses precise 3D facial detection, dynamic illumination and natural portrait enhancements to produce stunning artistic portrait shots in Leica image style.

The 3D design featured several handsets which were powered and secured.