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Fielmann Eye Check-up

We are so happy to share Fielmann’s illustration style, the latest extension to the brand going live through this animated spot and a set of key visuals that are out now in all of their stores across Germany and Switzerland.

Working closely with the brand and the great team at Pocko to develop this graphic, elegant style along with a bright yet mature color palette. Join our main character through her journey on a regular day ending up in a spontaneous self care check-in.

Campaign’s goals and approach.


The main goal of this campaign is to promote how seamlessly preventive eye care can fit into every day life, and for that we approached this 53-second animated video with a dynamic narrative, diverse characters and playful sound to engage viewers, while different editing techniques, like ellipsis and match cuts, create smooth transitions through space and time as we follow our main character through her journey.

Developing the Fielmann’s illustration style.

Inspired by the brand history and status we wanted for the aesthetic to feel chic, elegant and timeless, something that can live along the brand for many years both within their stores and outside communication.

Match cuts & multi-camera editing.

Heavily inspired in todays cinema we wanted for her journey to feel immersive and for the environment, the city to feel ‘big’ so we decided to play with this multi-camera approach as we follow the main character to her journey.


Stylized backgrounds inspired in Europe capitals.

Both the film and the illustrations follow our main character through a warm and adult color palette dressed outdoors, inspired by the beauty of European cities in spring. 

Her body language and attitude while walking and moving around was key to portray this effortless confidence.


Quick, simple and comprehensive
eye screening.

Probably the most important message in the film was to show how easy is to get a thorough exam at a Fielmann store.
Playing with smart editing and match-cutting through the different actions gave a smooth sensation of the process.

Credits

Directed by

Niceshit

Creative Directors

Rodier Kidmann, Hernando Ramirez

EP

Agusta Timotea

Client

Fielmann

Client Team

Mike Gajer, Julia Cierpinska

Agency

Pocko

Agency EP

Bice Piana

Animation Direction

Hernando Ramirez

Art Direction

Rodier Kidmann

Character Design

Tamara Bella

Design & Illustration

Rodier Kidmann, Nahuel Rollan

Animation

Israel Giampietro, Libardo Bohorquez, Ezequiel Cruz, Hernando Ramirez & Guido Lambertini

Clean-up

Julieta Soloaga, Magalí García, Libardo Bohorquez & Ezequiel Cruz

Edit & Compositing

Hernando Ramirez & Guido Lambertini

Music & SFX

Facu Capece & Lola Ritcher