Our campaign concept centered around the idea of motion. We drew attention to the product by introducing motion into the shots. We also captured lifestyle shots of individuals in motion, using the product.
For the tagline, we summed up the concept with the phrase, “The Color Movement.” For the call to action, we urged potential customers to "Join the Movement!"
After putting together a storyboard that captured this idea, we moved ahead with filming the main promo video.
When filming promo shots for the PhantoM, we use ferrofluid and magnets. This caused the fluid to spike up and wrap around the product in time with the music. We interspersed black and white shots of someone enjoying their PhantoM.
Next, we created a multicolored background of sparkly, flowing paint behind the RosiuM. We did this to draw attention to its many-hued beauty. We also projected colors that reflected RosiuM’s tones. Against this background, we positioned someone so that they were flooded with color. We captured them as they moved in synch with the music, holding a Rosium.
We injected ink into an aquarium of water around an AzuriuM, enveloping it in beautiful blooms of blue color. We mirrored this idea by surrounding the individual holding the AzuriuM with clouds of blue and purple smoke.
Both the beginning and end visuals included transparent triangles featuring the ferrofluid, flowing paint, and blooming ink backgrounds, arranged to create an M.
In addition to the longer video that included all of these shots, we created shorter clips of each individual color to feature on social media. During the video shoot, we also captured product photography that DynaVap will be able to use in a variety of ways to promote the collection. By doing so, we gave DynaVap the tools needed to launch The 2020 Color “M” collection successfully.
