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AMAZFIT GLOBAL CAMPAIGN FOR THE OLYMPICS

Creating a global campaign for Amazfit was a thrilling and demanding project, primarily due to the tight timeline. The task was to present the Amazfit Balance smartwatch and its revolutionary technology in a fun and accessible way, highlighting its role in making people more active, healthier, and mobile.

The journey began with an inspiring, international pitch. We designed a campaign that would resonate across multiple markets and languages, which won us the pitch. From brainstorming to the final approved script, we developed at least eight different commercials. Once the client selected the final script, we meticulously refined each scene to ensure clear and accurate communication across cultures, as the ad would have a global audience.

The creative concept of the campaign centered around showcasing the practical, everyday use of Amazfit’s revolutionary AI-integrated smartwatch. The narrative followed a young, energetic individual who, with the help of the device’s intuitive suggestions and practical functions, navigated daily challenges with ease. This transformed Amazfit from a simple smartwatch into an indispensable ally for the urban lifestyle.

Art direction was at the heart of our creative process. To achieve the highest quality, we brought in a Cannes Lion-winning director of photography. Alongside our talented actors, directors, and production team, we used state-of-the-art equipment and technology to shoot the commercial in stunning 8K resolution.

The TV commercial was only part of our comprehensive strategy. We produced several shorter versions of the video to maintain a cohesive online identity and bolster Amazfit’s social media presence. To ensure the campaign’s consistency across various media channels, we also shot a series of lifestyle photos.

The timing was crucial. We aligned the campaign with major summer sporting events like the European Football Championship and the Olympic Games to maximize visibility.

Despite the ten-week timeline, we delivered a polished TV commercial, several short social media videos, and a series of lifestyle photos. The campaign, initially produced in English and dubbed into four other languages, is currently airing on sports channels in Germany, France, Spain, and Italy, with plans for further expansion during the Paris Olympics. Digitally, the campaign is active in numerous additional countries.

The Amazfit international team expressed great satisfaction with our collaboration, the speed of our creative work, and the overall project organization. Our team thrived in the international environment, appreciating the diverse perspectives on humor, film, and language.

The campaign successfully presented the smartwatch, Amazfit Balance, as a necessary companion for urban life, meeting the client’s expectations and showcasing the product’s innovative capabilities. It is also the fastest advertising campaign in our portfolio. It testifies that we are open to different types of cooperation and that we successfully respond to really big challenges.

BURO. DESERT ROSE 

A memorable event took place at the Belgrade stadium Tašmajdan – BURO. DESERT ROSE.

This extraordinary audio-visual manifestation also marked five years of the increasingly successful portal Buro on the Serbian media market.

Services:

Design & Art Direction

Experience Design & Event Production

Top 10

Industries:

Art, Entertainment & Lifestyle

At this glamorous event, inspired by the masterpiece of science fiction, the film “Dune,” 150 selected guests from the world of business, art, fashion, and culture were present.


In line with the creative concept and the theme of the mystical desert, guests were invited to express their vision of desert glamour through their attire, adding a new dimension of inspiration to this already refined concept amidst the ambiance of sand dunes.

One of the most unique events of the season turned into a stage for an epic sci-fi adventure, with the sandy setting enhanced by precisely positioned reflective monoliths throughout the space, alongside decorated passages adorned with canopies invoking mystique and elegance.

Special lighting and custom-made projections on screens created parallel worlds before the eyes of visitors. An exclusive dinner and captivating performances by artists, musicians, and dance troupes entertained attendees with exceptional artistic flair.

The M2C team not only created an outstanding concept and produced this “desert spectacle” but also realized a series of impressive promotional videos that heightened anticipation and excitement surrounding the BURO. DESERT ROSE event.

ST. REGIS “MIDNIGHT SUPPER”

Sophistication, elegance and luxury are synonymous with the famous St. Regis hotel, which will open its doors to guests in Belgrade at the end of this year.

Our agency was chosen to organize a pre-opening ceremony and an exclusive dinner in the Geozavoda building and Salon 1905, as an announcement of the opening of the first hotel St. Regis in Southeast Europe.

Selected guests from the worlds of business, media, culture and sports had the opportunity to enjoy the elegant ambience, superb gastronomy and impeccable service in line with the reputation of the famous New York hotel.

Services:

Design & Art Direction

Experience Design & Event Production

Industries:

Hospitality & Travel

The M2C team was entrusted with the creation of the creative concept, as well as the executive production and organization of this event, which turned into a real night to remember.

Thanks to the unique decoration, elegant setting, ambient custom-made animations and music adapted to the moment, an event was created that started a new chapter of luxury and sophistication in Belgrade.

St. Regis Belgrade represents the symbol of the “Glass House” concept and it is located in the new city landmark, the Belgrade Tower.

Guests had the opportunity to experience the famous St. Regis rituals and enjoy the most popular cocktail of all time, the Bloody Mary, which was created in the 1930s in New York’s St. Regis Hotel.

PADEL BELGRADE OPEN BRAND DESIGN

We are thrilled to present the new, dynamic logo for the Padel Belgrade Open! The logo is designed to capture the energy and passion of the growing and increasingly popular padel sport, a racket sport that combines elements of tennis and squash.

The creative concept behind the logo is based on several premises: By associating it with the Olympic ring, the logo embraces the spirit of free will, symbolizing the sporting unity that padel promotes. Equally important is the symbolism of the racket swing, as the logo’s abstract shapes are fluid and dynamic, reminiscent of the graceful swing of a padel racket.

Services:

Brand Development

Design & Art Direction

Industries:

Art, Entertainment & Lifestyle

Sports

Upon closer inspection, the abstract shapes of the logo come together to form recognizable forms of a racket and a ball. The new logo of the Padel Belgrade Open also incorporates the colours of the Belgrade coat of arms, creating a strong connection between the tournament and the host city.

This logo is not static, but rather represents the movement and energy of the padel sport. It also symbolizes the spirit of Belgrade – a city that is vibrant, open, and ready for victory!

We believe this logo perfectly represents the Padel Belgrade Open tournament and Belgrade as a metropolis of sport and culture. We believe the new logo will inspire many to be part of the exciting padel tournament adventure!

“AORTA IS NOT ONLY IN THE HEART”

Another project of wider social importance, whose goal is to improve the health of individuals and prevent and control serious diseases, was successfully implemented.

Namely, the pilot campaign “Aorta is not only in the heart”, which provided all interested citizens over the age of 50 with a free, quick and painless ultrasound examination of the abdomen, recorded an exceptional response from the target public.

Our creative team designed the slogan and elements of the promotional campaign, which included striking visuals, a website, informative flyers, as well as a branded mobile clinic – a truck with an ultrasound machine and equipment for diagnostic examination – which “cruised” throughout Serbia.

Services:

Design & Art Direction

Digital & Content Creation

Industries:

Government, Business Associations and NGO

We created the campaign slogan in response to the belief of many that the aorta is closely connected with the heart, as well as insufficient knowledge of the fact that there is a stomach aorta that is a major cause of health diseases.

The results of this important campaign speak for themselves: in 12 days in seven cities of Vojvodina, southern and eastern Serbia, more than 4,000 citizens were examined and about 150 abdominal aortic aneurysms requiring surgical treatment were discovered.

Bearing in mind that bursting or rupture of an aneurysm is one of the leading causes of death in our country and in the world, with this campaign we wanted to raise awareness about this disease, its consequences, but also the importance of prevention in preserving individual and public health.

The screening project was initiated by our client, the Association of Cardiovascular Surgeons of Serbia, with the support of the Ministry of Health and the Clinic for Vascular and Endovascular Surgery UKCS.

“IT’S A THIN LINE…” CAMPAIGN FOR SAFETY AT LEVEL CROSSINGS

For Transport Community, we developed an educational campaign called “Public Awareness Raising Campaign – Safety of Level Crossings.”

The campaign’s goal was to raise public awareness about the (un)safe crossing of the railroad tracks, especially regarding different types of vehicles and pedestrians. This campaign targeted the widest audience, especially future drivers and students.

Services:

Design & Art Direction

Digital & Content Creation

Video & Photo Production

Industries:

Government, Business Associations and NGO

Level crossings present one of the biggest challenges in railway safety. And yet, despite numerous warnings, traffic road users still take risks and underestimate the dangers of level crossings.

Our idea was to use an impactful, emotional, yet creative approach to convey to traffic road users what can happen to each of us as a result of a moment of distraction when crossing railroads.

The campaign slogan is: “It’s a thin line…”, which can have several evident and symbolic meanings.

“It’s a thin line…” is not only the beginning of the people talking about the “thin line between life and death,” but the term “line” here can also be interpreted as a synonym for railways and roads, multi-directional communication, good and bad behavior of participants in the traffic, etc.

Also, one of the significant elements of the creative solution is the railway, i.e., the crossing of rails and roads, as well as the ECG line, which turns from a curvy “life-like” line into a straight line, which can also imply the tragic end of the life of a careless traffic road user.

Implementing the “It’s a thin line…” campaign included communication and marketing strategy, design and production of TVC, animated educational videos, and printed flyers.

The project is part of the global initiative “Global Plan for the Decade of Action for Road Safety 2021-2030”, which aims to reduce the number of fatal road accidents by 2030 by at least 50%.

“It’s a Thin Line” campaign was implemented in markets of the Western Balkan countries.

WINE VISION BY OPEN BALKAN

The largest event of the year in Serbia – the First International Wine Fair “Wine Vision by Open Balkan”, was successfully released at the Belgrade Fair from September 1 to 4, 2022.

Under the auspices of the governments of Serbia, North Macedonia, and Albania, and as part of the Open Balkan initiative, the fair gathered the best wine producers in the region in one place and promoted the entire Balkan as an increasingly popular wine and tourist destination.

Services:

Design & Art Direction

Experience Design & Event Production

Top 10

Video & Photo Production

Industries:

Government, Business Associations and NGO

Wine & Spirits

The concept and naming of the event were conceived and realized by the creative team of our agency, and visitors had the opportunity to visit thematically differently designed halls.

Creative inspiration was found in the aesthetics of the landscape and the unique ecosystem of the vineyard – better known as “terroir” – which represents the synthesis of climate, soil, climate, as well as the skills of the producers of the best wines in the world.

Also, the event is conceptually inspired by the striking convergence of traditional and modern wineries.

There, in one place, you could find old, museum exhibits related to growing vines and wine production, but also the most modern LED screens that educated visitors in an interesting and innovative way about the history, origin and types of wine, as well as the production process.

The interior decoration was completed by the installation of an artificial river with real water, which flowed through a part of the ground floor in the hall. Also, the complete branding of over 90 promotional surfaces of various formats contributed to the visual impact of the Wine Vision by Open Balkan.

The so-called “Digital grapes” were particularly attractive to visitors, placed in Hall 1 of the Belgrade Fair in four places. Each of these four massive steel installations had a size of 6×5.5m, and a weight of over 3 tons, and on each “bunch” there were 130 LED panels that broadcast different audio-visual content.

Almost 400 exhibitors and wine producers from more than 20 countries participated in this unique event, which was held in as many as six halls – 1, 1A, 2, 3, 4, and 5 – of the Belgrade Fair.

More than 230 exhibitors from the countries of the Open Balkan initiative were present at the fair, as well as a large number of wineries from Montenegro, Bosnia and Herzegovina, Croatia, Slovenia, Italy, France, Argentina, Chile, South Africa…

The first international wine fair “Wine Vision of the Open Balkans” began with a ceremonial opening attended by the highest officials of the Open Balkan countries.

On this occasion, the fair competition “Wine Trophy by Open Balkan”, numerous professional gatherings and masterclasses, as well as B2B meetings where exhibitors had the opportunity to expand their business, were held.

The size and complexity of the entire exhibition are also represented by the following interesting data: in an area larger than 45.000 square meters, over 300 square meters of LED screens are used, a wide variety of audio-visual content was broadcasted; over 10,000 square meters of carpet and more than 2,000 m2 of printed PVC floor were used; over 200 pieces of various props and more than a hundred units of plants, including 40 trees, were provided.

The following partners participated in the production and organization of the event: BeoExpo System, Skymusic Production, Bulb Creation, Pozitiv MVP, Freeline Studio, Specific, Zoom Media, Integraltechnic, Mini Bees studio, video production NEO – New Entertainment Office and many others.

ADRIATIC SPIRITS BRAND DESIGN

Adriatic Spirits is a company founded in 2021 which represents luxury alcoholic beverages of the highest quality in the Adriatic region. This company’s vision and long-term goal are to become a regional leader in the import and distribution of distilled spirits of the highest quality, thus providing consumers with an experience of complete enjoyment and a taste of satisfaction.

Services:

Brand Development

Design & Art Direction

Digital & Content Creation

Industries:

FMCG

Wine & Spirits

The visual identity of Adriatic Spirits is based on a minimalist, easily recognizable, and associative symbol of the road and two different directions. Figuratively representing the concept of exchange, i.e., distribution.

Fundamentally, the logo consists of maximally abstracted and stylized letters “A” and “C.”

With its upright “lines” and reduced form, the logo is associated with stability, luxury, hedonism, and elegance. The bronze reflection brings an open, airy impression that applies to any space and material.

The liquid during pouring creates a fascinating fluid and unique amorphous shapes that are abstracted into the logo’s negative space.

PINÒT VISUAL IDENTITY DESIGN

Pinòt – a modern bistro, opened in 2021 in the most exclusive part of New Belgrade’s West 65. With its attractive ambiance and diverse offer – adorned with a fusion of world and local gastronomy – Pinòt provides its guests with hedonistic pleasure with impeccable service and a friendly, tucked-in atmosphere.

Enso is a sacred symbol in Buddhism, and some of its meanings refer to beauty in imperfection, the art of escaping from the expected to the circle of life and connection.

Services:

Design & Art Direction

Digital & Content Creation

Industries:

Hospitality & Travel

The name of the bistro comes from the eponymous Burgundy grape family, which consists of several famous varieties: Pinot Blanc, Pinot Gris, Pinot Noir, Pinot Meunier, Pinot Noir Precoce.

The basic element of the visual identity is the logo derived from the bistro’s name. Reduced forms, with an emphasis on the letter Ò, on which we intervened in the design, inspired by the inspiration we found in two elements – the grain of the gorge and the symbol of Enso.

Emphasis is on their symbiosis, similarity in form, sophistication, and context.

The grape seed is easily associated with an essential segment of the Pinòt bistro offer, a carefully selected selection of wines from Serbia, the region, the old and the new world, embodied in a wine list signed by the best sommelier in the Balkans, Vuk Vuletic.

The application of symbols is envisaged on various functional and decorative elements in the bistro (glasses, menus, napkins, uniforms, etc.)

Clean and powerful, the Verlag font visually supports the brand’s overall communication. The primary color of Kenyan copper, applied in the element Ò, is associated with the color of red wine, vitality, and life. In combination with it, the solid black color completes the initial strength and strikingness of the logo.

The reduced and sophisticated visual identity, adorned with a striking symbol, reflects the vision of a modern bistro that has become a new gathering place for those looking for their oasis in the city’s business center.

ANAYA DESTINATIONS BRAND DESIGN

Anaya Destinations is a family agency for renting luxury apartments, founded in 2021 with the mission to provide interested clients with a completely new holiday experience.

Anaya Destinations apartments are in a unique ambiance, in which guests – in the embrace of untouched nature – feel comfortable and cozy, just like at home. In line with the new client’s vision, our creative team has devised a name and visual identity, developed a long-standing brand strategy, created a website, and a tactical plan for social media appearances and online content.

Services:

Design & Art Direction

Digital & Content Creation

Industries:

Hospitality & Travel

Although the inspiration for the name Anaya comes from an anagram composed of the initials of personal names, its original origin comes from an Arabic word that describes terms such as “care,” “guardian,” or “protector,” and these features properly symbolize the Anaya brand.

The visual identity consists of two keywords – Anaya – which is also the basic logo, as well as the word Destinations, which descriptively describes the purpose of the agency’s existence.

Old gold, as the Anaya brand’s primary color, is associated with a feeling of warmth and positive energy. Ivory black is a secondary shade in perfect contrast and, at the same time, colorful symbiosis with the logo’s primary color. We choose the Verlag font family for the “display” font, characterized by features such as simplicity, minimalism, and effectiveness.

The symbol in the form of the initial letter “A” is illustrated to represent an association with the apartments’ area.

The emblem is modular and can incorporate a pictogram of a mountain, sea, or other landscape. In this way, the illustrated symbol on the website, brochure, or other advertising and promotional materials will visually help to evoke the location where luxury Anaya apartments are rented out.

The logo differentiates unique typography, and the visual identity as a whole reflects “discrete luxury” and communicates about a company of a highly professional level.