The content is primarily designed for Chinese Social media channels (Weibo and Weixin), and some of the images respond to popular memes and discussions on the Chinese internet. At the same time, some content has strong global appeal and is repurposed for distribution on Twitter/Facebook/Instagram. This need to adapt to a number of formats and aspect ratios is built in to the original design of the images.
Video summaries of the content at the end of a tournament prove to be extremely popular content with high engagement rates. It's a great way to bring together all the ideas and content throughout the campaign into a unified presentation that is appreciated by the Client, Agency and of course the Audience.
Different tournaments have distinctive branding and needs. Systems are developed to incorporate branding and integrate the content with the brand channels look and feel.
For the tournament in Qatar, in consultation with the agency (Mailman - Shanghai), we developed a Pixel 'video game' style game screen that mapped the progress of the tournament. While it was time intensive to create initially, once the pieces had been constructed, it enable us to produce content ahead of time and react instantly to results on the pitch.
