# Huawei - Brand - Print - Campaign - Content ## WHATEVER YOU DO, DO IT **BIG** Read More Read Less ![Get Huawei. Unlocked. Unlimited.](/sites/default/files/styles/16_9_small/public/2024-06/Huawei-logo.png.webp?itok=9-BFZcXF) ![Ad with the Huawei logo and tagline featuring a man with a speaker clipped to his belt](/sites/default/files/styles/1_1_small/public/2024-06/huawei_logo-photo.png.webp?itok=wTKTEy9W) ![A font comprised of letters that look handwritten](/sites/default/files/styles/16_9_small/public/2024-06/huawei_nathan-hand.png.webp?itok=r54NlNjF) custom nathan hand font ![Huawei color palette](/sites/default/files/styles/1_1_small/public/2024-06/huawei_colors.png.webp?itok=AQq7_Xni) ![Live life unlocked. FrutigerNext LT Light](/sites/default/files/styles/1_1_small/public/2024-06/huawei_frutiger-font.png.webp?h=d484b9d0&itok=pzWRzUHY) ![Print ad for the Huawei Ascend Mate2 advertising the display size, long battery and 13MP camera](/sites/default/files/styles/16_9_small/public/2024-06/huawei_print-ad.png.webp?itok=3KuoGTl_) ![Ad for the Huawei Ascend Mate2 highlighting its "panoramic groupfie" front-facing camera](/sites/default/files/styles/16_9_small/public/2024-06/huawei_groufie.png.webp?itok=B1BwUwiZ) ![Homescreen of the Huawei site on desktop and mobile with a featured banner ad for the Ascend Mate2](/sites/default/files/styles/16_9_small/public/2024-06/huawei_desktop-mobile.png.webp?itok=XT0eJ0yY) ![Sample checkout screen with various Huawei products in the cart](/sites/default/files/styles/1_1_small/public/2024-06/huawei_checkout.png.webp?itok=6jF4TTYF) ![Compilation of various UI elements across Huawei's site](/sites/default/files/styles/1_1_small/public/2024-06/huawei_UI-elements.png.webp?itok=5pp0PQ50) ![Collage of mobile screens highlighting various products and features](/sites/default/files/styles/16_9_small/public/2024-06/huawei_mobile.png.webp?itok=l36XzL5h) ![Ad ad for the Ascend Mate2's camera featuring a group of young adults in a field framed to look like a panoramic shot](/sites/default/files/styles/16_9_small/public/2024-06/huawei_your-selfie.png.webp?h=ce91db7d&itok=zyVUuhQ0) ### Campaign Video ![Collage of storyboard sketches for the Huawei campaign video](/sites/default/files/styles/16_9_small/public/2024-06/huawei_storyboards.png.webp?itok=mxAHeXtn) ![Behind the scenes photo of the crew preparing to shoot the Huawei campaign video](/sites/default/files/styles/1_1_small/public/2024-06/huawei_video-bts2.png.webp?itok=wCHfsOlq) ![Selfie of some of the crew behind the scenes of the Huawei campaign video](/sites/default/files/styles/1_1_small/public/2024-06/huawei_video-bts3.png.webp?itok=XWgkulwB) ![Four young adults taking a selfie with focus placed on the Huawei Ascend Mate2 in their hand as ](/sites/default/files/styles/16_9_small/public/2024-06/huawei_photography-feature.png.webp?itok=J-r31FFE) ### Photography ![A Huawei Ascend Mate2 connected to a Samsung phone sitting atop a red hoodie](/sites/default/files/styles/16_9_small/public/2024-06/huawei_photography1.png.webp?itok=siXZnkkO) ![Behind the back shot of a young woman walking towards the sunset](/sites/default/files/styles/16_9_small/public/2024-06/huawei_photography2.png.webp?itok=HAUYLRPJ) ![Four young adults obscured by the sun walking through a field, one is holding the Huawei Ascend Mate2](/sites/default/files/styles/16_9_small/public/2024-06/huawei_photography3.png.webp?itok=r-CPt8tY) ![Three young adults walking down a wood staircase in a mountainous setting](/sites/default/files/styles/16_9_small/public/2024-06/huawei_photography4.png.webp?itok=11aujgXZ) ![Over the shoulder shot of a man in a car looking at a Huawei Ascend Mate2 a woman is holding up](/sites/default/files/styles/1_1_small/public/2024-06/huawei_photography5.png.webp?itok=ysEoxH5E) ![A group of four young adults on a beach at night holding sparklers](/sites/default/files/styles/16_9_small/public/2024-06/huawei_photography6.png.webp?itok=gF3sVvCT) ![Behind the scenes of the Huawei photoshoot, a photographer is taking a picture of two young adults at a campsite while an assistant holds a diffuser behind them](/sites/default/files/styles/16_9_small/public/2024-06/huawei_photography-bts1.png.webp?itok=Kpp2Ritu) ![Four of the actors taking a selfie](/sites/default/files/styles/16_9_small/public/2024-06/huawei_photography-bts2.png.webp?itok=7G2cl-YX) ![Photographer smiling while taking a picture](/sites/default/files/styles/16_9_small/public/2024-06/huawei_photography-bts3.png.webp?itok=84OCtWKM) ![Behind the shoulder of a photographer taking a picture of four young adults on a beach playing with sparklers](/sites/default/files/styles/16_9_small/public/2024-06/huawei_photography-bts4.png.webp?itok=klOiJSts) ![Behind the scenes of the Huawei photoshoot, a photographer is capturing a young adult taking a picture with his Ascend Mate2 while an assistant holds a diffuser behind them](/sites/default/files/styles/16_9_small/public/2024-06/huawei_photography-bts5.png.webp?itok=HXWWiCbc) 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. [](/case-study/kalmbach-feeds) ![](/sites/default/files/styles/16_9_small/public/2025-05/03_hero_large.png.webp?h=ead3fc48&itok=84b-KT_h) ## Kalmbach Feeds - Interactive - Brand