Overview

The launch of Fujifilm’s pioneering EXR technology housed in their high spec F200EXR camera required something special to help elevate the recognition it so deserved.

The innovative EXR technology emerged as the world’s most versatile photographic sensor offering 3 switchable modes; High Resolution mode, High Sensitivity mode and Low Noise together with a Wide Dynamic Range mode.

The FinePix F200EXR boasted the switchable camera sensor as well as a plethora of superb features that needed to be channelled to the target audience not only in the UK but also across Europe.

Objective

Develop an interactive platform to launch the attributes of the FinePix F200EXR highlighting the features and flexibility of Fujifilm’s unique sensor technology.

Create offline press ads to appeal to the photo enthusiast publications as well as the gadget led publications such as GQ, Maxim, T3 and Stuff.

Ensure that the material produced could be shared by multiple countries for use within their local sites and publications.

Solution

Using the ‘human eye’ to represent the EXR sensor technology we established the phrase ‘More than meets the eye’ and produced a 3D animated microsite introduction to encapsulate and convey the EXR’s attributes.

The microsite then divided into two clear sections, one which championed the camera and it’s benefits, and the other which concentrated on the performance of the sensor by comparing it to a ‘conventional camera’.

To express the features of the EXR AUTO mode we arranged and produced a video/photographic shoot with models ‘Jon’ and ‘Maria’ who document a surprise birthday celebration with the F200EXR camera. We originated and storyboarded the concepts and worked closely with the client to ensure that we met their criteria. The shoot took place in Norwich UK, but with careful planning and styling we were able to maintain a European flavour that would also suit our clients overseas.

This project enabled us to combine multiple disciplines to show off our skills and we all had a great deal of fun producing it.