This exciting collaboration with Gus Advertising, Lord Danger’s Mike Diva, Modern Logic set out to craft a bold international campaign for Back Market. The initial challenge was to lampoon the flashy product launch videos of the tech industry, creating a campaign that poked holes and turned a mirror on the ever present push for ‘New’ and its ensuing waste. As the project evolved, we expanded focus to create a dual campaign launch alongside a global out-of-home spoof, coinciding with a major phone release from one of tech’s biggest players. The team at Modern Logic stepped in on day one to help identify and translate Mike Diva and Gus’ ideas into a visual form, executing styleframes, storyboards, tone, aesthetics and editorial, along with 3D animation and VFX. We capitalized on versatility, splitting our team into specialized units for 3D development and classic VFX, enabling us to keep pace with an aggressive schedule.
As elements were approved and edits locked we took on extra scope as we wove together the campaign, and helped support a Times Square takeover for a fake phone launch called Project R. Working directly with Gus, we developed additional styleframes, animations and bespoke materials that would be used for simultaneous take overs for Oculus Studio and other locations around the globe. Through humor and creativity, The New One challenged perceptions and celebrated the value of refurbished tech, all while turning the spotlight back on the industry’s obsession with the next big thing.
