IWC HOME - FOOH
Development and production of advertising animations
The project for IWC HOME, related to the opening of their new store in Berlin, was a fascinating challenge for us. The brand, known for creating cozy and minimalist interior furnishings, decided to make a dynamic entrance into the German market, both online and offline. Our task was to develop short animated pieces aimed at capturing the attention of Berlin’s local community, with the information campaign primarily conducted through social media platforms like Instagram and TikTok.
As part of the FOOH (formats out-of-home) campaign, our team developed a concept that not only reflected the brand's aesthetic but also aimed to surprise the viewer. The short animations were designed to create a "wow" effect, prompting the question, "Is this really happening?" The scripts were tailored for fast, mobile-friendly consumption, emphasizing the brand's modern approach to communicating with its audience. The final result? Five unique animations that seamlessly blend modern techniques with timeless aesthetics, poised for viral success!
Scoop of work:
Developing a concept tailored to FOOH formats, aligned with the brand's vision.
Selecting locations in Berlin and choosing client products for promotion.
Filming in selected locations, with a focus on key elements.
Adding CGI effects to complement the video materials.
Editing and adapting the animations for publication on Instagram.
The project carried out for IWC HOME began with a clear vision—to create animations that would not only inform the public about the opening of their new store in Berlin but also capture the attention of the local community and strengthen the brand’s position in the German market.
In the furniture industry, where competition is fierce, the key element of promotion is standing out through engaging and surprising advertising forms. The use of the FOOH format proved to be an ideal solution—advertising that engages urban spaces and allows the brand to reach a broad local audience. Moreover, the short, dynamic animations we created perfectly align with modern consumer expectations, who seek fast yet aesthetically refined content.
By combining footage from real locations in Berlin with CGI elements, we were able to create visual stories that not only capture attention but also strengthen the emotional connection with the brand. This strategy was carefully thought out from a business perspective—through these short animated pieces, IWC HOME was able to not only inform about their physical store in Berlin but also highlight that the brand is available online for the entire German market.
The FOOH campaign provides the brand with tremendous opportunities to increase recognition, especially in a new market. In today's world, consumers are not just buying a product—they expect the brand to deliver a complete experience.
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Creation Process
Filming in Berlin, at locations selected for their recognizability, was key to the campaign’s success. These places served as a kind of bridge between the product and the consumer. On one hand, the location attracted German residents with its familiar aesthetic, and on the other, the IWC HOME products subtly integrated into the scenes highlighted their place in consumers’ everyday lives. This created a powerful message—IWC furniture is not only beautiful and functional but also naturally fits into spaces that are close to the hearts of Berlin residents.
After completing the outdoor filming, we moved to the studio, where each video was enhanced with CGI elements. Adding animations in post-production allowed us to achieve an eye-catching effect while maintaining the authenticity of IWC HOME products. Our goal was to create a striking visual form while preserving consistency with the brand's aesthetic—which, in the case of furniture products that have physical counterparts, required great precision.
The final result is five short animations created with the goal of maximizing audience engagement. The campaign was designed to have viral potential, increasing its chances of reaching an even wider group of customers. Importantly, the animations were tailored to the medium on which they were to be displayed—Instagram, with its fast-paced and visual nature, is perfectly suited for this type of dynamic advertisement.
