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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.

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.

CUPRA HERO INTERACTIVE VIDEO

For the client Porsche SCG, we designed and implemented a digital campaign whose backbone is an interactive video called “CUPRA HERO”, based on the convergence of the gaming industry and video technology.

The key medium of the campaign was the micro site cuprahero.rs, whose basic content is an interactive video of a competitive nature.

Services:

Brand Development

Design & Art Direction

Digital & Content Creation

Top 10

Video & Photo Production

Industries:

Automotive Industry

Everyone who embarked on this unique interactive experience had the opportunity to choose one of the three characters offered – that is, “their” hero to the parkourist – as well as, in the race against time, choose their path and reach the finish line in record time. This type of campaign is a new type of digital experience applied for advertising and promotion purposes.

With the slogan “For all the brave who choose a different path”, this interactive adventure aims to enable players in a fun and interesting way to choose the characteristics that feature a unique CUPRA DNA – be it speed, agility or strength.

The story that accompanies the interactive video also points to certain values ​​that each individual should promote in their life, regardless of the circumstances in which they find themselves. Sometimes the fastest way to the goal and using shortcuts is not the best way. That is why the CUPRA Hero story is intended for ordinary people, real heroes of everyday life, who behave in accordance with their own code and true values ​​and know how to choose their path.

The CUPRA Hero campaign was realized in cooperation with the production company NEO – New Entertainment Office. System Studio was in charge of micro website design and technical support, while our agency, in accordance with the set strategy, created an immediate user experience.

The CUPRA HERO digital campaign was also supported by a number of influential domestic influencers, whose lifestyle coincides with the CUPRA brand and for whom the car industry is an important area of ​​interest.

The success of the campaign is reflected in the results of raising awareness and drawing attention to the new model in our market. During the three weeks of the competition part of the campaign, over 36,000 unique visits to the micro-site cuprahero.rs were recorded, and the total number of those who played the interactive video and recorded the result was over 13,000 users.

“A brand like Cupra has brought a new style, approach and energy to the automotive industry. It has been a challenge for us to discover new, innovative forms of communication with the target group, as well as to provide inspiring incentives to consumers.”

60th ANNIVERSARY OF THE NON-ALIGNED MOVEMENT

At the place where it all began, 60 years later, the anniversary of the first conference of the Non-Aligned Movement was marked. This high diplomatic gathering was held at the Belgrade Fair on October 11 and 12, and one of the most important tasks belonged to our team.

On this occasion, Belgrade hosted over 100 foreign delegations, including presidents and 40 foreign ministers. The co-organizers of this year’s conference of the Non-Aligned Movement, Serbia and Azerbaijan, had the opportunity to welcome the delegations in a solemn and impressive atmosphere.

Services:

Design & Art Direction

Experience Design & Event Production

Top 10

Video & Photo Production

Industries:

Government, Business Associations and NGO

The event was officially opened with an audio-visual spectacle, animation that was integrated by mapping on the floor in the central part of the hall, on four large LED screens and a special installation above the delegate table made of transparent LED screens.

The art directorate of the 60th anniversary is based on the motifs of water colors, which, by melting and changing colors, evoked the story of the origin of the Non-Aligned Movement, history and symbols, as well as the goals they strive for in the future.

Special attention was attracted by the impressive installation in the main hall, on an area of ​​as much as 220 square meters. The installation consisted of wildlife full of flowers and greenery, symbolizing Serbian landscapes.

We directed TV and broadcast and live streaming of the two-day meeting, and our signal was taken over by national television, news agencies and media from the country, the region and the world.

Participants in the production and organization of the event were: BeoExpo System, Skymusic Production, Bulb Creation, Pozitiv MVP, Freeline Studio, Ivan Aran Studio, Prosound and video production NEO – New Entertainment Office.

PARALLEL REALITY – HARSH ACTUALITY

The project “Parallel Reality – Harsh Actuality” for the non-governmental organization Astra, was implemented in order to raise awareness about human trafficking.

The problem of human trafficking seems like a parallel reality as if it is invisible and happens far from us, but it is a problem in which such phenomena seem imperceptible, while the reality is different and even harsher. That is our harsh actuality.

The campaign points to the three most common forms of human trafficking: sexual exploitation, child exploitation, and labor exploitation.

Services:

Design & Art Direction

Digital & Content Creation

Top 10

Video & Photo Production

Industries:

Government, Business Associations and NGO

The “creative devices” of the campaign were imaginary chains. The imaginary chain strongly symbolizes everything that a human trafficker uses to bind his victim: blackmail, coercion, punishment, threat, fear, which is not visible at first glance. The campaign seeks to make these chains more visible and teaches us to recognize them more easily.

Results achieved:

1. Media:
• 12 TV guest appearances
• 106 posts on the web and social media channels
• 32 publications in print editions

2. Social Networks:
• Total reach 645,000 users
• Total view 201,500 views
• Total engagement 22,200 reactions

The “Parallel Reality-Harsh Actuality” campaign provoked strong reactions from the public. The number of calls to the call center via SOS hotline increased by 120% compared to the same period last year.

Winning project at the Disrupt prize competition in the category of Agencies and Media – Communication.

UNDERWATER ART

Imagine the most incredible location for an artistic experience?

Porto Montenegro, in collaboration with our agency, created an unusual underwater exhibition that took place from August 1st to 16th, 2019. With the engagement of internationally recognized Montenegrin artist Luka Radojević, visitors were given the opportunity to dive into the secrets of ancient times.

Services:

Experience Design & Event Production

Top 10

Video & Photo Production

Industries:

Art, Entertainment & Lifestyle

Hospitality & Travel

The collection of contemporary art sculptures titled “Time” portrays human needs, aspirations, fears, expectations, hopes – pointing out the developmental path of human civilization from ancient times to the present day.
In its underwater installation, Luka paid special attention to the most powerful monumental creations of human hands whose origins are eternal civilization secrets, and in the spirit of ancient Greece and Rome, he presented humanoid sculptures of male and female torsos that best idealize the proportions of the human body.

The excitement began the moment visitors left the shore by speedboat, accompanied by a guide who introduced the motifs and ideas preceding this experimental concept. Professional divers led the adventurous visitors through the depths of Tivat Bay, enabling them to open their senses to centuries of change in human civilization and architectural evolution.

For us, implementing and monitoring the project was as much of a challenge as enjoying this original art, which offers a completely new perspective on the concept of artistic space.

All exhibits, made of wood, were placed in cascades at depths ranging from 5 to 12 meters. To protect them, the exhibits were coated with an eco-emulsion made from natural materials, which also preserves the habitat in which they are located.

Underwater video production enabled these scenes to be captured, portraying the beauty that arises from the fusion of nature and art.

The project has been extensively awarded, winning the Special Award for Creativity and the third prize in the B2C Event category at the international festival Conventa Crossover 2020, as well as a bronze recognition from UEPS 2019 in the category of promotion at non-standard locations.

In such moments, it’s best to pause, synchronize with the frequency of the soul, and be in harmony with time, because time has the power to objectively place people and events in their rightful place.

WESTERN BALKANS DIGITAL SUMMIT 2019 COCA-COLA HBC KICK-OFF & ANNUAL CELEBRATION 2019 EXPEDITION TO MARS