Six months after the launch of the HTC One smartphone, it was hailed as the best reviewed phone of the year. Naturally for the launch its successor, the One M8, HTC wanted to position it as an even more stylish, more premium, best-in-class smartphone in a market already dominated by Apple and Samsung. Instead of making claims about how good the phone was, we turned it back on the audience to do a bit of research. Knowing full well that the One had phenomenal reviews in just about every online space worldwide. So we utilised existing partnerships HTC had formed in Hollywood and UK to roll out this strategy, including a full thematic campaign with Gary Oldman selling the idea.
The Fifth Sense thematic
A high impact thematic TVC entitled The Fifth Sense is soon to go into production.
setting up the problem with a haunting series of vignettes that highlight the bad driver and pedestrian practices that lead to catastrophic incidents. At the same time it highlights the broader problem that nobody ever says anything to prevent disaster in the first place. The images of friends and loved ones with missing mouths watching those close to them set themselves up for tragedy has been deemed the harrowing wake up call that Kenyans need to start talking with each other and their community leaders to initiate change at all levels of society.
As a stop gap the NRST ordered that a low cost interim TVC be launched in conjunction with the other material to get the conversation started and curb the carnage; particularly over the holiday period. The trick was to deliver something which was still impactful with out impacting on the successive campaigns' budget. My solution was an all type message which can be viewed to the right.
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Clareville
Sydney
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Brilliantly Designed
Design videos are a prerequisite for any tech company and often take months to complete. But when HTC dropped a brief on my desk one morning to make a design video that afternoon simply because we had a few key people from our LA office here in Taipei I wondered if it was a joke at first. A few arous later I had written and directed this film which in retrospect turned out pretty authentic.
Brilliantly Dotty
HTC is great at innovating. Not just with it's handsets but also with peripherals. There were a number of items you could attach to the One M8 but probably the most interesting was this one. The Dot View Case. It protected the phone yet allowed you to see through to, check notifications, see the time and even answer calls without opening the cover. We worked on developing themed designs. Here are some that were finally chosen.
