| Title | DJI - INTRODUCING SPARK |
| Brand | DJI |
| Product / Service | SPARK |
| Category | A01. Innovative Technology |
| Entrant | SZ DJI TECHNOLOGY CO., LTD Shenzhen, CHINA |
| Idea Creation | SZ DJI TECHNOLOGY CO., LTD Shenzhen, CHINA |
| Media Placement | SZ DJI TECHNOLOGY CO., LTD Shenzhen, CHINA |
| PR | SZ DJI TECHNOLOGY CO., LTD Shenzhen, CHINA |
| Production | SZ DJI TECHNOLOGY CO., LTD Shenzhen, CHINA |
| Name | Company | Position |
|---|---|---|
| Dorian Lawson | DZ DJI Technology. Ltd | Marketing Director |
| Paul B. Moore | SZ DJI Technology. Ltd | Creative Director |
| Duong Dinh Chuong | SZ DJI Technology. Ltd | Content Producer |
| Amy Li | SZ DJI Technology. Ltd | Production Coordinator |
| Michael E. Gumbrecht | DJI Creative Studio | Producer |
| Vu Quang Huy | SZ DJI Technology. Ltd | Cinematographer |
| Le Minh Cat Tuong | SZ DJI Technology. Ltd | Director of Photography |
| Johnathan Brown | SZ DJI Technology. Ltd | Copywriter |
| JUAN CAMILO BARRIGA | Freelancer | Freelance DP |
| Steve Du | SZ DJI Technology. Ltd | VFX Editor |
| Ngo Quoc Duy | SpiceFX | VFX Editor |
| Benjamin Villasenor | Basugaa Studio CO. Ltd | VFX Editor |
| Chris Wu | SZ DJI Technology Co. Ltd | Assistant |
| Zacharia Lorenz | SZ DJI Technology Co. Ltd | Director |
| Jeremy Weiss | DJI Creative Studio | Director |
The main idea behind ‘Introducing Spark’ was to make this product more appealing to the average consumer. Some people still think 'drone' is a dirty word, so we wanted to do away with that notion and introduce the product in a fun, relatable way. By playing up its size and portability, Spark is shown in a variety of everyday scenarios similar to a mobile phone. Want to grab an aerial selfie? Just launch Spark. Furthermore, by anthropomorphizing it like a WALL-E type character with personality — “Meet Spark,” buzzing propellers, camera/gimbal as eye movement — this work conveys Spark as a warm, friendly product, unintimidating and ripe for any first time drone user.
Spark is a powerful mini-drone flexing all of DJI’s signature technologies, excelling in price, performance, usability, and portability. With intelligent flight control options, a mechanical gimbal, and a camera with incredible image quality, Spark empowers you to push your creative boundaries. With FaceAware, Spark lifts off from your hand by recognizing your face.1 It takes off and hovers in place within seconds of powering on. You can take amazing aerial photos using just hand gestures, without a remote controller or mobile device. Intelligent Flight Modes and intuitive controls help you create cinematic aerial videos with just a few taps. The DJI GO 4 app features automatic editing templates and an array of filters. Quickly edit videos and share them straight to social media.
Results (-7/+7 days): Reach: Over 47 million globally Engagement/Views: Over 5 million Sales: Best Selling Drone on Global Market Achievement: ROI of 8+
Spark is a one-of-a-kind mini-drone featuring all of DJI's signature technologies including gesture control, intelligent flight control options, a mechanical gimbal, and a camera with incredible image quality. With Gesture Control and FaceAware, Spark is the first mini drone in the world that can recognize its pilot and let them control it with just their hand. This work successfully anthropomorphizes Spark in a warm, fun, and casual way, unlike any other drone commercial, highlighting Spark as one of the most powerful yet inviting mini drones on the market today.