HUAWEI MATE 20 - GROUNDHOG AND EAGLE

TitleHUAWEI MATE 20 - GROUNDHOG AND EAGLE
BrandHUAWEI
Product / ServiceHUAWEI MATE 20 SMARTPHONE
CategoryA04. Production Design / Art Direction
EntrantISOBAR CHINA Shanghai, CHINA
Idea Creation ISOBAR CHINA Shanghai, CHINA
Production BEIJING WOOFLY PRODUCTION, CHINA

Credits

Name Company Position
Devin Zhao HUAWEI Leader of Consumer Business Group - Greater China Device Creative Department
Zhao Li Isobar China Group Account Director
Chris Chen Isobar China Group Chief Creative Officer

Write a short summary of what happens in the film

Taking advantage of the phone’s calorie counter feature, the groundhog survived by scanning itself with the camera, and scaring off the hungry eagle with its’ high calorie count.

Cultural/Context information for the jury

HUAWEI Mate 20 launched its’ new flagship smartphone introducing built-in HiVision feature powered by AI that can detect calories in food. Based on the trend of a fitness-focused lifestyle, the groundhog represents the overweight, while the eagle represents fitness enthusiast. The ad uses a groundhog as a euphemism for the overweight and plays on the importance of monitoring calorie intake. The target users’ needs are brought to life in the charming groundhog story.

Tell the jury about the production design/art direction. You may wish to comment on choices, challenges or effects.

As a 3D animation, some challenges during the production (3D modeling, special effects, and post-action demos) are: 1. Animate the animal hair texture. 2. Capture the details of animal characters, for example, how to show audience a cute and smart groundhog, and a strong and muscular eagle.