DJI - INTRODUCING SPARK

TitleDJI - INTRODUCING SPARK
BrandDJI
Product / ServiceSPARK
CategoryA01. Innovative Technology
EntrantSZ 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

Credits

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 Campaign

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.

Creative Execution

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.

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