On the Road Photo Art Direction, Concept development
In 2024, HUAWEI, the largest tech company in China, proudly presents the refreshed AITO M7, the best-selling model in their electric vehicle series. The campaign was made to capture the essence of the M7, a vehicle that is not just a means of transportation, but a gateway to a more vibrant and fulfilling life.
In China, most people purchase their car when intending to have a family. Our target audience was young, middle-class families who were just starting their journey together. They are trendy, having a keen appreciation for life's qualities and a passion for artistic pursuits. With this in mind, our campaign theme, "Infinite Aspirations," aims to resonate deeply with their aspirations and lifestyle.
Our campaign weaves a narrative through three distinct yet interconnected themes: The Romance of City Life, Seaside Escapades, and On the Road Adventures. Each theme showcases the M7's versatility and elegance, highlighting how it seamlessly fits into the ideal lives of young families.
Work was done as Art Director at Ogilvy China. Led by the Creative Director, worked with a team of five. I was thoroughly involved in the whole process, supported with the ideation, tone and manner, layout comping, pre-production management, on-site shooting instruction, led retouching, and color adjustment in the final production stage. The final production is used on the brand's website.
