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HONOR Magic 6 Lite
Creative Direction
Production Philm-Labs
2023
Info
For this project, my role involved conducting a thorough product analysis and crafting a storytelling approach that blended the powerful features of the HONOR Magic 6 Lite with its name and a sense of magic. I worked directly with the production company—without a creative agency intermediary—to develop and refine the ideas, ensuring the campaign captured the product's essence.
The storytelling for the videos was specifically designed to highlight the key product features that the company wanted to communicate.
We developed a variety of assets, including a main 30-second video, photographs, and 15-second mini KSP videos, tailored primarily for European countries and the UK. However, LATAM purchased the rights to the campaign, and it eventually evolved into what was practically a global initiative.
These materials were used across diverse channels such as TVC, OOH, DOOH, PoSM, Print, and Digital.
The campaign was built around the concept "It's not Magic, it's HONOR Magic 6 Lite." Each piece highlights a specific product feature—such as the screen, durability, colors, battery life, camera ring, and lightweight design—brought to life through engaging storytelling.
Social Activation content
We created engaging social media content featuring a football player as a KOL, showcasing one of the device’s key selling points: screen durability. In the video, the player put the phone to the test by shooting footballs directly at it, visually demonstrating its resistance in a dynamic and entertaining way. This activation was supported by social media challenges where users could participate for a chance to win a phone.