NEW DELHI: The CREO Mark 1, which claims to come out as a new phone every month with never-heard-before features, has now come out with three quirky films that show how its features Echo, Sense and Retriever can be used in different situations. The creative agency is BBH India.
The aim of the Bangalore based consumer technology company Creo is to make sure that ‘what you see is what you get.’ Earlier, the process of metamorphosis showed that software updates could transform the smartphone experience.
The short films tease the use-cases in which the end-customer will need unique features. These videos, active on all company properties, are going to be integral add-ons to the extensively spread out digital campaign that the brand has undertaken.
The aim is to show how life becomes simpler with a smartphone and #MakeBetter Android with features like Echo, Sense and Retriever that are in-built in the Fuel OS that runs CREO Mark 1. The three films employ metaphorical elements, making the core proposition simple to understand, while being relatable to consumers in a humorous manner.
The messages are – with these features, one will never miss a call again because Mark 1 will Echo it; search for anything in your phone that is overflowing with apps and data only by typing it out and Mark 1 will Sense it; and never lose a phone to a thief as it can be got back with a Retriever.
To understand how Echo, Sense and Retriever can be used in different situations, BBH India explains these unique and useful features playfully and vivaciously.
Speaking about the campaign, BBH India Managing Partner and Chief Creative Officer Russell Barrett said, “The excitement of ‘Making’ and helping craft this brand from the very beginning is quite a trip. Along with the lovely people at CREO and through BBH Live we managed to conceive of, write, direct and co-produce these simple, stylish looking films. Hopefully the simplicity and the finish will be something that people appreciate and like.”
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Credits
Agency – BBH
Creative Team
Chief Creative Officer – Russell Barrett
Creative Partner (Copy) – Aamir Rangwala
Creative Partner (Art) – Shirin Kekre
BBH Production
Executive Producer – Niddhish Puuzhakkal
Account Management
Managing Director – Arvind Krishnan
Business Head – Delon Mascarenhas
Sr. Business Partner – Khadija Attarwala
Business Partner – Nabanita Chatterjee
Production House – Black Sheep Live
Director – Niddhish Puuzhakkal
DOP – Shikhar Bhatnagar
Production Designer – Dipankar Das Gupta
Cast – Ayush Mehra / Himani Sisodiya / Anshul Kumar / Sharad Gore
Music Composer – Atif Altaf
Vocals – Nayanthara / Thomson
Lyrics – Niddhish Puuzhakkal
Costume – Sania Momin
Make up/ Hair – JD Jagtap
Assistant Directors – Kushnaas Jamshedji / Mohammed Sabahuddin / Carlton Dsilva
Online Editor – Khushal Morajkar / Mathews John ( Splice Studios)
Offline Editor – Unni Krishnan / Arvin Maben (Pixion)
Sound Engineer – Devang Rachh (Splice Studioz) / Rishab Agarwal ( Splice Studioz)
Line Producer – Liyakat Ali