Move fast and break things. Unless you are breaking stuff, you are not moving fast enough.Mark Zuckerberg
How do you illustrate speed in a still image? This is the perennial issue facing people who are trying to create campaigns for the ever faster internet which surrounds us. Batelco had just released the country’s first super fast broadband internet service over fibre optic cables and they needed a campaign to highlight the unbelievable speeds available to customers.
The creative team hit upon the idea of downloads moving faster than a speeding bullet and set about finding a photographer who could help us shoot such a concept. Well, hiding in a small apartment in California, USA, was one such hobbyist. With a weird love of shooting household objects with ball bearings and photographing the results we had a partner for our project. Some slick retouching later and a campaign was born.
The campaign launched to universal approval and the results speak for themselves. Three master images were created for the campaign and the work was also shortlisted for a MENA Crystal in 2012.
Campaign planning and strategy, concept, photography, retouching and copywriting.
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