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.
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.
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.
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.
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.
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.
Applications in magazines and OOH as well in all of their stores across Germany and Switzerland – the amazing clash between high class storefronts and beautiful illustrations.
This campaign is fully character driven so we’ve placed extreme attention to the details through all the character design process. We wanted for this characters to feel cool, confident but not forced – it needed to feel natural above all. Early in the process we approached this as a live action campaign: creating moodboards for their wardrobe and color palette, making sure they feel diverse and confident in their own skin.