"Everything"
Role
Art Direction • Animation • Video Production
Type of Work
Campaign
Zain released their highly anticipated 5G service in the fall of 2018.
Overview
A video commercial targeted towards a young demographic was produced by the well acclaimed production house Good People. This served as the hero content for the campaign. Click here to watch it
The commercial utilised an avant-garde approach with strong hints of Dadaism. This was honed into a visual style for the entirety of the campaign which consisted of over 100 pieces of content.
Film, graphics and animation were combined to create a mixed media visual direction.
Content
The storyline was based on different millennial archetypes. Each character personified 5G's applications, weather it was for gaming, streaming or social media, and were used to form the marketing material.
Typography
The copy used a custom typeface were the bars and cross-bars of certain letters were elongated. Motion was applied to accentuate this aspect by horizontally stretching the letters, giving the headlines an attention grabbing factor within the compositions.
Social Media
Content was divided into three different categories consisting of mixed media videos which incorporated scenes and aspects of the TVC with animation, messaging and Zain iconography.
5G Visuals
Specific scenes were edited, rotoscoped and superimposed with the '5G' mark to bring more emphasis to the campaign as a whole.
Before and after example of Rotoscoping & Special FX
Expanded Storyline
Certain characters had their 5G personas expanded into 15 second bite-sized videos.
5G Archetypes
Animated graphics, iconography and typography were incorporated with character portraits. These were adapted into different ratios for their use on multiple platforms and formats.
OOH Screens
Outdoor material included seven animated videos that were adapted into 9 different sizes. This resulted in over 40 pieces of content playing on OOH digital screens throughout Kuwait.
Background
Zain collaborated with the production house Good People and creative firm Beattie + Dane to create a commercial addressing Zain's 5G service.
Wunderman Thompson - Kuwait, Zain's ad agency, created the campaign and material that ensued. The project displayed above is based on that work.
Brief
The brief requested an awareness campaign introducing the new 5G network and its perks. This would include a series of bilingual (Arabic+English) online and outdoor marketing collateral to run through the month of September.
In addition, the TVC itself was to be edited into snack-able pieces of content and adapted into a plethora of sizes for both digital and print.
Company & Title
Agency: Wunderman Thompson - Kuwait City, Kuwait
Title: Senior Digital Art Director
Credits
Production House: Good People
Creative Firm: Beattie + Dane
Design & Creative Work: Karim A. Sallman
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This website includes work created by Karim A. Sallman for clientele based in the MENA region that were contracted by multinational advertising agencies. The published projects are for portfolio purposes only and are not intended for any form of personal monetary capitalisation. This website aims to exhibit Karim A. Sallman's professional capabilities and skill sets.
All aspects of work including corporate identity, animation, video production, graphic design, creative direction, art direction, copywriting and marketing were solely designed and executed by Karim A. Sallman unless stated otherwise in the Credits section found in the Project Info. segment placed in the footer of each project page.
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