Huawei P10 – From selfie to self expression
How can we position Huawei as a cultural technology brand using the their flagship P series and its portrait photography innovation?
Partnering Huawei with The Saatchi Gallery we commissioned a series of high profile photographers and artists to define what they felt to be self-expression in portraiture and capture it on the Huawei device.
Coinciding with the launch of the P10 at MWC, we created a pop up gallery in Barcelona for the P10’s launch at MWC. Building this further we explored the cultural phenomenon around the ’selfie’ and its value as self expression in a 6 month major exhibition as the Saatchi Gallery. Our featured artists sat alongside renowned pieces of art and competition winners. We created an art installation for Huawei as a backdrop to user generated content encouraging guests to engage and post content on shared social channels.
The partnership and exhibition generated impressive media coverage, huge social interest and a 20% increase on gallery attendance elevating the value of the selfie as an art form and raising brand awareness of Huawei in the cultural space.
Project scope: Campaign strategy / Art direction /Social content / 3D design / Short form film