Overview

Our microsite for Fujifilm’s XP10 conveyed the camera’s unrivalled physical durability and strong featureset.

The Challenge

The XP10 is one of the toughest cameras you can buy. Fujifilm needed a microsite that would make its features appeal to young travellers and extreme-sports enthusiasts of both sexes.

The Solution

Distilling the key features down to the phrase ‘all-weather, all-terrain’, we built our microsite around the tagline ‘born survivor’ and grouped the content around four aspects of the camera’s physical resilience: ‘drop it’ (shockproof), ‘freeze it’ (freezeproof), ‘soak it’ (waterproof) and ‘bury it’ (dustproof).