Fetroja Campaign Evolution
Building on the success of the original launch, we refreshed the campaign without losing its core identity. We focused on evolution rather than revolution by elevating the existing creative to inject modern energy while maintaining established market recognition.
Visual Development
The creative process began with traditional sketches to map out the composition and flow of the refresh. We then translated these initial concepts into detailed digital paintings. This allowed us to lock in the lighting and texture before moving into full CGI production.
Behind the Campaign
This video chronicles the end-to-end development of the campaign refresh. It begins by recapping our initial creative process and validating the concept through market testing. The footage then dives into the technical production, showing how we used live-action references of the warrior to guide the CGI development of the iron horse. Finally, we see the campaign come to life through immersive convention displays and integrated marketing materials.
Brand Extension & Application
To ensure the campaign could scale across various media, we developed a library of alternative views and supporting graphics. These elements allow the narrative to continue in smaller ad placements where the full key art might not fit. This system is demonstrated in the CVA below. The cover anchors the piece with the primary campaign imagery, while the interior pages utilize the updated visual language and support assets to create a cohesive experience.
Supporting Elements
Core Visual Aid
