The key to this campaign was creativity and collaboration. Our team set out to understand the project's vision, which would enable us to respond to the brief with understanding and objectivity. The result is abstract but deeply connected to the essence of YOSO, which is founded on luxury, tranquility, and exclusivity.
Great consideration was also given to the location and the expectations of Japanese culture. The YOSO identity is inspired by the very meaning of the word, which translates to 'raw elements.'
The Japanese Zen garden is the perfect metaphor. It embodies beauty, calm, and nature – with a little twist. We partnered with render studio, Mr. P, to visualize a Japanese Zen garden patterned by raked snow. A series of animations became the hero of the launch campaign and allowed the client to go to market at a fast pace.
Teaser campaigns can create a healthy buzz of anticipation around future projects, and for YOSO, this was no different. We created hype through a creative response to a brief with a myriad of limitations.