Project
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Logi for Mac
Project Information
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Studio/Client
Logitech
Capacity
Creative Director
Collaborators/Motion
Mike Kirwan Silke KlinnertAntiEstatico
Discipline
Art direction Typography FilmGuidelines
Logitech have a vast portfolio of amazing products for many different people and needs. Our brief for Logi for Mac was to create a campaign that unified different products from categories specifically targeting Mac users. This brief brought with it many challenges, for instance, including the legacy and benefits of previous campaigns for the different campaigns and bringing them all together to work in a seamless campaign with a singular voice. Also working with a modest budget, but with high expectations we needed create a premium, benchmark campaign, whilst also taking into consideration many practical issues like regional cut-downs, etc.
Our solution was to create a modular, 3 part film that combined the MX/Ergo/Lifestyle categories working together. We used a top down approach to create consistency, with each category having a bespoke desk setup along with three different characters to reflect the diverse and range of our consumers. The desk set up’s were elegant and sophisticated in their individual execution as to appeal to the Mac user’s well designed palette. We created a beautiful and memorable transition to create a seamless thread that connected the three scenes, by using a robotic arm with a 180 degree rotation on set.
The campaign has been very well received internally by our key stakeholders and external consumers alike.
