LAUNCH OF SHANG-CHI ON SOCIALS
“SHANG-CHI AND THE LEGEND OF THE TEN RINGS”
We get Southeast Asia (SG, MY, VN, PH, TH, INDO) hyped up over the launch of Shang-chi and the legend of the ten rings. In a climate of “Stop Asian Hate” where the topic of skin colour has became a heated topic, we wanted to focus on Shang-chi’s character arc and hero’s journey. Highlighting the parts of what makes Shang-chi relatable to everyone - his aspiration to break free from expectations, crafting his own destiny/identity and his humour. Through our social campaign, we used feed-breaking formats to capture everyone’s attention as well as taking the best parts of the trailers to craft a humourous and engaging content that get viewers hooked and ready to find out more in cinemas.
MY ROLE IN THIS: This was the first social campaign I took part in, although i was credited as a motion designer. I was part of the ideation as well as the overall discussions on how to produce content fit for different markets. This was the part i learn to become beyond a designer and help to plan the narrative that gets the pieces i produced to hit the right messages and be received in a way that is most effective for the brand.
Creative Agency:
Publicis Singapore
Client:
Marvel Studios, Disney
Chief Creative Officer:
Jennie Morris
Associate Creative Director:
Tan Su Lin
Art Director:
Sandy Ang
Copywriter:
Yong Heng Tan
Motion Graphic Designer:
Phoebe Ting
Highlighting the family tensions, the action sequences and the mystery behind the lore, we entice them from their feeds to lure them into cinemas to experience the movie for themselves
EXAMPLES of social post on different platforms: left - instagram , right - in-article interactive ads
We explore different media platforms besides IG, FB and X. We also had playground xyz ads and proposed opportunites with teads to show how the idea can be elevated by interactive ad functions.