Fastlane & Asha films
Client Nokia
Agency Hugo & Cat
Role Creative Lead
The brief
Create video content that showcased the key features of Nokia's range of entry-level smartphones for emerging markets.
The client initially wanted standard product-led UI videos. I sold in a lifestyle-focused approach that told a story around the phones, and gave Nokia content campaigns that reached an audience across EMEA, LATAM and APAC.
To make sure the content was engaging and authentic, we street-cast amateurs from target markets and showed the products through their eyes. For extra local flavour, we also sourced soundtracks from up-and-coming artists. This gave the campaign a strong PR angle we were able to leverage for earned coverage.
The approach was scaled from the Fastlane feature release to the Asha device range, and the later X2 device launch.
The response
My role
Leading the development of a strategic approach that prioritised emotional storytelling over rational product features.
Concepting stories that told the product stories in a relatable way for our target audiences.
Scripting, storyboarding, casting and choosing locations in the pre-production phase.
Working with in-house producers to produce complex shoots on location and on budget.
Giving creative direction to directors and photographers on story and style.
Overseeing international shoots alongside art directors, directors and local production crews.
Signing off edits.
Writing digital campaign assets.
Working with Nokia's global and local-market social and PR teams to activate content campaigns.
The results
Our content delivered higher views than ever before, and gave Nokia a bank of ownable content that defined their product's identities.
It helped the global Nokia team strengthen their relationships with local markets.
And it kept them coming back to work with our agency time and again - what started as a one-off project grew into a three-year creative partnership between Hugo & Cat and Nokia.
Awards
Platinum
Muse Creative Awards
Silver
W3 Awards
Bronze
WorldFest-Houston International Film Festival