From Workspace to Dreamspace
CLIENT: ELGATO, 2021
AGENCY: SMAL
ROLE: CREATIVE DIRECTOR, CONCEPT + ART DIRECTION, VISUAL DESIGN
THE STORY
Developing a 360° marketing campaign based on the notion of "authenticity" in order to expand Elgato's audience.
The Elgato brand is historically closely associated with the gaming community and has diversified its offering in recent years.
I developed the "Create Your Space" digital campaign when the Elgato team approached us to expand awareness.
The campaign, composed of online advertisements, social media coverage, and landing pages, was split across 2 axes.
The first was the general idea of highlighting that Elgato products combined together contribute to creating dream setups. The second was to dedicate content to work-from-home professionals to showcase the "Elgato magic" in that context and reach a wider target audience.
Not the typical ads' look and feel
For online ads that will be promoted on Youtube, Twitch, TikTok, or Instagram, it felt important that the videos connect to the viewer and feel in the vibe of the platform content.
I developed the concept of the videos around a main character that would reveal in an authentic manner its desk setup they are proud of - like someone would review it on social media.
The Production
Running the pre-production & production in-house streamlined the overall process while I could ensure to deliver the level of authenticity I developed in both stories by directing the shooting and the actors.
Being pressured by a rather tight timeline, being able to produce the commercials and web pages within our team was a huge benefit towards quality control and delivery.
Raising awareness
Following a holistic approach to the campaign, we not only created two commercials, but also two web pages where customers would land after responding to the call to action at the end of the commercials or on SoMe content creators' posts. This provided the company with a touchpoint where the upsell portion and conversion of the process could take place for a bigger impact.
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