Designing Campaign Assets for Product Launch
FUJIFILM PC2120 Product Launch Campaign Assets
Client
FUJIFILM Business Innovation Asia Pacific
Year
2025
Category
Graphic Design, Art Direction
Team
Art Direction & Graphic Design: Roxann Gan
Animation: Kah Seng, Yong Kang
Supervision & Final Approval: Krystal Liau, Head of Agency
In preparation for the Southeast Asia launch of the FUJIFILM PC2120 press, We were to adapt the key visual, social media posts, teaser video, and magazine layout based on the creative direction from Japan headquarters.
Introducing The Line Motif for Narrative Depth
While retaining the original galaxy concept, I led the regional art direction by introducing a line motif that transitions from dotted to solid, symbolising the evolution of standards and reinforcing the PC2120 as a new benchmark.
The line motif appears across campaign assets, including LinkedIn teaser posts designed as a carousel to build anticipation for the PC2120 launch. A continuous line forms the silhouette of the press, with each swipe revealing more of the story, leading up to the campaign’s overarching tagline, The Evolution of Standards.
A 35-second teaser video created to build interest ahead of the PC2120 launch. It highlights the press’s three key USPs, all tied to the overarching campaign theme, The Evolution of Standards.
The art direction follows a modern look in line with Fujifilm’s brand, paired with atmospheric music and minimal visuals that tie into the space theme while keeping focus on the key USPs. The recurring line motif guides viewers through each scene.
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I led the art direction, designed the style frames, and oversaw the teaser video, working closely with freelance animators to ensure visual consistency and alignment with the overall campaign.
Supporting campaign assets such as social posts, banners, and magazine ads were created as well.
