OPPO Reno2, 打破邊界的敘事
今天為大家?guī)?lái)的是The Hype，Pixomondo的上海工作室，為OPPO制作的系列視頻。這些視頻用于亞洲、歐洲和南美等海外各地的TVC及影院廣告投放。
The Hype / Pixomondo worked on OPPO Reno 2 TVC. Those videos are used for TV and theater advertising in Asia, Europe, and South America.
先看片。
Let's watch the video first.
The Hype/Pixomondo身兼廣告代理和制作公司，提供概念和視覺(jué)理念的創(chuàng)作。并為客戶(hù)提供了概念、創(chuàng)意、美術(shù)方向、故事板、CG、制作等全流程服務(wù)。
The Hype / Pixomondo created concept and visual treatments, providing full services, including art direction, storyboarding, CG and production.
電影固然是敘事的藝術(shù)，而帶著鎖鏈跳舞的廣告短片，亦也是一種藝術(shù)性的視覺(jué)表達(dá)。因此，問(wèn)題就變成了，如何用講述故事的方式，將品牌信息自然巧妙的傳遞給觀(guān)眾？
在這個(gè)項(xiàng)目上，挑戰(zhàn)在于：創(chuàng)造一套具有普遍性的，表達(dá)OPPO品牌形象的廣告作品，可投放到全球不同市場(chǎng)，并契合不同市場(chǎng)的文化和規(guī)則。
The film is the art of storytelling. Advertisement, although dancing in chains, is also an artistic visual expression. Therefore, the question becomes, how to tell the brand story that will be well received by the audiences.
The challenge was to create a set of advertisements that would work across a versatile set of markets in respect of their rules and regulations, while being universal and expressing Oppo’s brand identity.
01
閃電快充
FAST CHARGING
五分鐘，多等一班地鐵，點(diǎn)個(gè)三明治？
還是充滿(mǎn)50%電量？
What can you do in 5 minutes?
Wait for the next train, order a sandwich?
Or charge your phone from 0% to 50%?
02
夜拍
NIGHT MODE PICTURE
露臺(tái)派對(duì)意外停電，夜游船風(fēng)吹滅了蠟燭。
也絕不放過(guò)每個(gè)怦然心動(dòng)的瞬間。
Even when the roof top party had a blackout,
or when the wind blew out the candles,
I never let go any thrilling moment.
03
拍攝防抖
ULTRA STEADY
腳底生風(fēng)行走江湖，一定要穩(wěn)。
Be cool, be stable.
04
防眩目
SUNLIGHT AMOLED SCREEN
陽(yáng)光不能融化我刷微博的熱情。
Enjoy clarity under the sunshine.
05
變焦拍攝
20x DIGITAL ZOOM
遠(yuǎn)一點(diǎn)，還是近一點(diǎn)。
要看的全，也要看得清。
Bring you closer ever to the world around you.
既要做到“不著一字，盡得風(fēng)流”的故事表達(dá)，同時(shí)，作為一支全球投放的TVC，也需要讓不同文化背景的觀(guān)眾均能迅速感受到品牌的精神內(nèi)核，并且避開(kāi)各個(gè)地區(qū)的敏感話(huà)題。
We try to tell the story without a text. At the same time, as a global TVC, the challenges were to appeal to all those markets, to communicate the brand spirit while respecting their sensibilities.
這些都是需要?jiǎng)?chuàng)意去解決，舍棄所有文字，單純依靠視覺(jué)語(yǔ)言，傳遞一種令全球年輕人都能映射自身情感的無(wú)國(guó)界文化。
Those are the challenges that need a creative solution. We left out all words, rely on visual language alone to connect with audiences all over the world.
與此同時(shí)，PXO還為RENO 2制作了CG外觀(guān)視頻，靈動(dòng)展現(xiàn)了RENO 2的外觀(guān)和功能。
At the same time, PXO also made a video for Reno 2 in full CG, showing the appearance and function of the product.
幕后花絮
Behind the Scene
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