Going Suitless
CAMPAIGN PRODUCTION
Creative Direction Art Direction Production Design
THE CLIENT
ZOZOFit, a leader in wearable tech from California, empowers all with precise 3D body measuring and shape tracking. Perfect for fitness enthusiasts seeking advanced progress insights.
ABOUT THE ASK
Produce campaign assets for ZOZOFit’s next evolution of shape tracking; a new app feature not requiring a physical suit to capture 3D measurements.
KATE’S TLDR
ZOZOFit launched a new 3D measurement app without a suit, using versatile, clean assets to boost its brand. Key: client feedback and asset usability were crucial for future project success.
DELIVERABLES
360 app scan examples, video and still
Lifestyle photo suite
Flatly photo suite
App compositions, video and still
Hero video
PHASE ONE
Discovery
and insights.
OBJECTIVES
Communicate new suitless feature
Produce evergreen assets to support future states
Bolster the ZOZOFit asset library
THE PATH
Utilize brand color palette
Straight-forward approach for asset longevity
Solve for: how can we achieve longevity in campaign-specific asset delivery?
PHASE TWO
Strategies
and concepts.
IDEATION
The use of white backdrops, would allow for seamless overlay in any future state or design exploration. We would reflect the crisp aesthetic of the ZOZOFit product with clean lighting and sharp shadow.
SOLUTION
Serve up the new scan process to audiences in a two prong approach. First, as an in-studio interaction through a health and fitness lens. Second, as compositions using mobile frames and app screens. Both will employ a clean approach, using minimal propping with well-balanced lighting.
PHASE THREE
Video, photo, copy,
and design production.
PLANNING
Location
Prop styling
Talent styling
Call sheet
Shot list
Asset capture package
EXECUTION
Once we narrowed down shoot days to one, it was imperative we came away from the day with as many assets as possible. They had to be dynamic, multifunctional and speak to the fitness category as a whole. With a tight timeline and thorough pre-production, the first half of the day was spent on flatlays of the phone with equipment, and the second half was spent with talent. Post-production including photo/video edit and design.
OUTCOME
How it performed and what we learned.
RESULT
Allow space than you think for client feedback during pre-production
Pull swipe and brainstorm with your team, consider every angle
Imagine working with the assets you’re creating- are they easy to design with? How will the client use them?
TAKEAWAYS
ZOZOFit was able to bring our recommendations together to form a comprehensive campaign that dovetailed with their existing brand, and elevated their asset library for the future.