There's a demand for phones that are less expensive, more capable, and tuned in to how people live their lives. Huawei's just the brand to give it to them - and we were just the team to drive the campaign. In 2015, Huawei approached us to design and build an e-commerce experience featuring their newest "phablet" device, the Ascend Mate2. Sporting a familiar operating system on the Android platform, the Mate2 is a crossbreed of phone and tablet that's not too big and not too small but just right. Our job was to build an experience that helped put this device in the hands of real people facing real life.
CREATIVE THEME
There is a group of people who have true ambitions in life, who want to drive progress and challenge the status quo, and who refuse to take no for an answer. They believe dreams can be made true through focus, determination, and dedication. This is what we mean when we say, Whatever you do, do it big. This brand is for customers with big, bold aspirations — ready and willing to act when the time is right. We love these customers because we feel a kinship with them. We were once newcomers in the creative industry, and we share the perseverance and determination it takes to make it possible.
VALUE, UNCOMPROMISED
Customer demand drives Huawei's product development, and the Ascend Mate2 is the ultimate demonstration of Huawei's customer-first mindset. It delivers must-have features, a sophisticated design, and the fastest mobile networking available (FREE from costly network contracts) – all at an incredibly affordable price. The Mate 2 gives customers power when needed, encouragement at just the right moment, and connection when the idea just can't wait.
PHOTOGRAPHY
We had the great pleasure of working with the amazing photographer Amanda Julca as we created fantastic supporting imagery for Huawei's Ascend Mate2 Smartphone campaign, "Whatever you do, do it Big." Our story was shot over several days on the golden coast of Los Angeles, California. With a cast of "real life" people and the support of a fantastic crew, we captured many of the AscendMate2's features.
VIDEO
Through a series of personal vignettes shot in a real-life, documentary style, the video expresses the heart of our campaign expression, "Whatever you do, do it BIG." This approach shifts the focus from the Mate2's specs and features to how the device enhances our customers' lives. Because ultimately, that's what really matters.
The video introduces several relatable Mate2 users:
- A musician on the brink of inspiration.
- A single mom working hard to get ahead.
- An aspiring dancer determined to show what's possible.
Each has the passion and drive we admire, and each deserves the connectedness and possibilities of a smartphone that, until now, had been out of reach. As their stories unfold, we see the many ways the Mate2 empowers them — and helps them experience life unlocked.
