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ProblemThe new “Fuji - X 10” was being introduced in a market where “canon” and “nikon” are the leading products. We was given the brief to introduce X 10 in a way that concludes excessive expo-sure to sound as a threat for the oposing competition.

SolutionWe are building our campaign on the theme of evolution. We played with the concept of evolving the brain logically and creatively.“What technique did you learn”? encompasses half monotone visu-als to represent sense and the other half is colorful to represent innovation.

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MoodThe mood was created around specific terms that would help support “THE BIG IDEA”Dark

Dusk

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ApplicationA game designed to form up exposure around learning the new techniques only applicable in the Fuji - X 10

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Photography

A photo that represents the cedar tree which is a symbol for Lebanon.

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Russian childhood game that is constructed from several sizes.

Ceiling lighting of candle light thats is a traditional routine in China

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Print AdvertisingCreated to form more exposure on getting consumer to constrain on what technique they have learned. The images are live ones taken from customers who posted their photos in our specified facebook/twitter page.

Billboard AdvertisingBillboard advertising is based around the concept that was constructed to reach the “Big Idea”. The goal is to interact with consumers and inform them that within the boundries of the “what technique did you learn?”, there would be a level of evolution that protracts how much they learned.

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Magazine insert Simply explaining to customers the training program that Fuji Film X 10 pro structured for teaching customers techniques

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Is this the new Fuji X10. I heard alot about it..

Im stealing it

T.V.CommercialExplaining the different lenses that consist of a variety of techniques, the custome experience commercial is informative and consists of a call to action to make more customers to take part.

It’s very true what they said about a picture saying a 1,000 words

I take my camera everywhere i go..it’s like my best friend

i can edit and add filters on programs..I Hate it

Detailing, focusing & close ups..i dont get it

I don’t get why they make it very complicated

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The goodie bag consists of a single fitted hat, A T-shirt with our concept, and a brochure to explain our position. The goodie bag itself is designed from the exterior with our concept and idea.

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The main pupose of the event is to certify how our clients would fix and service the videos up-loaded to our webpage by customers through a program called X10 - Repair.

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A story of a couple that breakup to makeup

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