Task
Modern Logic joined forces with Gus Advertising, Lord Danger and Mike Diva to help create the latest international campaign for Back Market. The task initially was to lampoon product launch videos of the tech world, creating a campaign that poked holes and turned a mirror on the ever present push for ‘New’ and its ensuing waste. Along the way new ideas emerged and we forked our attention toward both the campaign launch and a global out of home spoof, set to coincide with the latest phone launch of one of tech’s biggest brands.
Our Approach
The team at Modern Logic stepped in on day one to help identify and translate Mike Diva and Gus’ ideas into a visual form, executing styleframes, storyboards, tone, aesthetics and editorial, along with 3D animation and vfx. Much of the campaign would be built entirely in 3D along with several moments of footage integration. The team was split into visual 3D development and more classic vfx in order to allow for us to move swiftly in what was an aggressive schedule. As elements were approved and edits locked we wove together the campaign. Along the way, the campaign took on extra scope as we helped support a Time Square takeover for a fake phone launch called Project R. Working directly with Gus we developed styleframes, animated and created bespoke materials that would be used for simultaneous take overs for Time Square, Oculus Studio and other locations around the globe.
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