To capture people’s attention quickly, the we front-loaded shortened videos with branding and messaging that highlighted key specs including design, comfort and safety. Because people consume content quickly on mobile, we ditched the linear, slow-moving approach of its TV ad and opted for speed instead, through quicker cuts in the video.
The result:
Creative Director: Jeffery Wong
Team Lead: Melvin Poon
Art Director: Shaun Teo
Copywriter: Tan Keat Houng
Video Editor: Mkay Yap