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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.

TEASER VIDEO. DESERT ROSE.

Intensive preparations for the Buro. Desert Rose event at Tašmajdan Stadium had their exciting ‘filmic’ prelude, adding a touch of mystery and adventure to the entire project.

The idea for the teaser video was inspired by the movie ‘Dune’, with desert aesthetics, colors mimicking heat and sand, and ethereal feelings and scenes characteristic of this cult science fiction novel and film.

The inspiration for the teaser video comes from the famous SF franchise ‘Dune’: desert aesthetics, warm sandy colors, and ethereal scenes evoke the atmosphere of this iconic science fiction work.

In the spectacular sandy environment, we filmed a series of impressive promotional teaser spots. Finding the right cast for this shoot was challenging because we wanted to select protagonists whose appearance and acting abilities perfectly matched the film aesthetics that formed the basis of the creative concept.

The teaser campaign for Buro.Desert Rose was launched three days before the event.

It consisted of two short teaser videos that didn’t reveal the essence of the event but highlighted key words, atmosphere, and inspiration for the event. The final, longest reveal video unveiled event details on the day of its occurrence.

The goal of this mini-campaign was to generate additional hype around the “Desert Rose” event and intrigue the public.

The campaign was conducted through Instagram as the primary communication channel, and segments of the video content were also used at the event itself and displayed on LED screens. Altogether, the video content achieved over 30,000 views on Instagram.

The actors shone in specially tailored costumes from Demobaza, the brand originally responsible for the costumes in ‘Dune’. Their presence not only contributed to the event’s atmosphere but also emphasized the mystical beauty and splendor of this unique setting.

These video recordings set the tone for what followed at Tašmajdan Stadium in Belgrade, where guests of the Buro. Desert Rose event embarked on a journey through a desert oasis of creativity and elegance. The color palette in the film aligned with that of ‘Dune’, while the shots were framed to support the event’s concept and provide an overall experience of mystique and gentle unreality. This was achieved using modified sun filters with transparent polymer, and the spot was filmed at a high frame rate ranging from 50 to 200 fps to achieve a specific ‘otherworldly’ effect.

This cinematic prelude added depth and emotional connection to the event theme, creating anticipation and excitement among guests who embarked on a journey through the imaginary world of desert elegance.

NUFARM & NUSEED INNOVATION DAYS

The world’s leading companies from the agricultural industry, Nufarm and Nuseed, marked this year’s International Field Day with a spectacular outdoor event called “Innovation Days”. On their demonstration field near Novi Sad, the companies Nufarm and Nuseed hosted customers and members of the media from over 10 countries in Europe, Africa and the Middle East.

During the four-day event, these two agricultural giants presented their innovative solutions in the field of sustainable agriculture and food safety. The team of our agency was in charge of the creative concept, complete production and realization of this so far the largest and most meaningful event held by Nufarm and Nuseed in Serbia.

Services:

Experience Design & Event Production

Video & Photo Production

Industries:

Manufacturing industries

During the field tour, event guests had the opportunity to attend presentations of numerous agricultural crops in specially designed glamping domes, which were equipped with touch screens and state-of-the-art technology for a full audio-visual experience for visitors. These innovative domes also had the function of a special showroom, where the companies Nufarm and Nuseed presented their most current products.

Also, the space for the guests was enriched with a custom-made construction that allowed them to record the most beautiful panoramic photos from a height as a single memory from this innovative event. Special emphasis was placed on the selection of the highest quality food and drinks, and in accordance with the needs of holding such an event outdoors, the concept of street food was successfully implemented.

As an additional type of activity, the guests of this unique event in nature had the opportunity to visit the Petrovaradin Fortress and Sremske Karlovci, in order to get acquainted with the history and culture of these sights of Vojvodina and Serbia.

SAM GALA 2023

The Serbian Association of Managers held the prestigious SAM Gala event for the 12th time in a row, during which it awarded the “SAM Annual Awards” to the best individuals and companies.

Services:

Experience Design & Event Production

Video & Photo Production

Industries:

Government, Business Associations and NGO

The SAM Gala event, which this year was held under the motto Next Level Business, was held in the immersive hall of the recently renovated Sava Center and was attended by nearly 400 members of the association, prominent representatives of the business community, media and other public figures in our country.


The executive production of this traditional business gathering, held on December 11, 2023, was entrusted to the creative team of our agency, and the key word of this year’s event was responsibility.

Therefore, the basic idea of ​​the Next Level Business concept was focused precisely on responsibility towards people, young people, the planet and the environment, but also on the role of business leaders in creating a sustainable and better future for generations to come.


SAM Annual awards are given in the following categories: manager of the year, young manager of the year, employer of the year, socially responsible company of the year, award for personal heroism, as well as special jury awards.


With a symphony of images and sound, the best managers and companies in 2023 were announced at the traditional SAM Gala event.

CELEBRATING LIFE SINCE 1743



We are pleased that we had the opportunity to organize a glamorous event for the famous French client Moët & Chandon, as part of the celebration of an important jubilee – 280 years of the brand’s existence.

Services:

Experience Design & Event Production

Video & Photo Production

Industries:

Fashion & Luxury

Wine & Spirits

On the occasion of the 280th anniversary of the Moët & Chandon brand, only 280 bottles of a limited series of this champagne were created, which were also tasted during the celebration in Belgrade.

After Sydney, New York, Tokyo, Paris and London, now Belgrade and Serbia have the privilege of being part of the rich history of the brand, which gathered over 350 guests from 15 countries of the world.

The event’s concept is based on the Moet & Chandon brand’s rich history in the context of art, travel, sports, and joy of living (joie de vivre).

Services:

Experience Design & Event Production

Video & Photo Production

Industries:

Fashion & Luxury

Wine & Spirits

SAVA CENTAR RE-OPENING

The event that re-opened one of Belgrade’s symbols, Sava Centar, after a ten-year hiatus, was an important moment not only for our client, the company Delta Holding, but also for the capital of Serbia and its citizens.

The production and creative team of M2C was in charge of the executive production and direction of the event, designed in the form of an exclusive business dinner for Delta Holding company partners, as well as important dignitaries from the political, economic and cultural life of Serbia and the region.

In the Sava Center’s immersive hall, unique in this area, guests were given the feeling of complete immersion in creative audio-visual content, and the musical numbers of our celebrated jazz singer-songwriter Vasil Hadžimanov further enriched the entire event.

With the opening of the congress and business part of the Sava Centar, Belgrade got a modern and technologically equipped facility, which will improve the congress offer of the capital.

“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.

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.