3D imaging and technology was quickly migrating from the silver screen to the hands of consumers. FUJIFILM wanted, and quite frankly, needed to seize this opportunity and become the industry leader by being first-to-market with their 3D digital camera.
Once touting an impressive roster of innovative digital cameras that boasted industry-defining features, FUJIFILM needed a branding campaign for one of their newest product entries, the W3 3D digital camera. For this campaign we determined two consumer segments needed to be targeted—parents wanting to capture timeless family moments with breathtaking results and the ambitious photo-enthusiasts wanting to take their amateur photography to the next dimension. The W3 campaign needed more than just a catchy tag line and a few colorful pictures it had to inspire and influence—and most importantly engage consumers.
My team and I effectively communicated that the 3D W3 digital camera allowed you to immerse yourself in the photo experience like never before with still or motion 3D photography. Additionally, the creative positioned the camera as a 3D imaging system that took you beyond the conventional boundaries of picture taking, letting you view your 3D imagery on your own 3D television or in 3D lenticular prints. Product-inspired imagery was leveraged to visually connect consumers with the 3D experience offered by the camera. As FUJIFILM aspired to “set images free” with its 3D technology we decided to use the Agalychnis Callidryas, a.k.a. the red-eyed tree frog as the brand’s centerpiece. Aside from its sensational characteristics, the frog defines 3D in its movements and behavior – blending harmoniously with its natural environment then, in an instant, bursting into action, setting itself free. The overall brand image and messaging strategy were developed to span across a multitude of mediums such as internal communications, in-store marketing, digital reader (iPad), packaging design and a bevy of advertising that included print, and online. A campaign style guide was also created to protect the integrity of the brand image and messaging. The combination of great creative and a well-executed branding strategy once again positioned FUJIFILM as the innovation leader in the global digital camera market.