Title | HUAWEI MATE 20 - GROUNDHOG AND EAGLE |
Brand | HUAWEI |
Product / Service | HUAWEI MATE 20 SMARTPHONE |
Category | A04. Production Design / Art Direction |
Entrant | ISOBAR CHINA Shanghai, CHINA |
Idea Creation | ISOBAR CHINA Shanghai, CHINA |
Production | BEIJING WOOFLY PRODUCTION, CHINA |
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 |
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.
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.
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.