・An idea was to focus on a family and friends’ lifestyle while introducing new SERENA’s advanced performance. We came up with a method to express both of these.
・Coming up with the idea of using one-side foldout style solved our challenge as it is perfect to dramatize scenes
・When opening to the 2-page spread, new SERENA’s advanced exterior appears. And the images of lively people using SERENA’s advanced performance appear by opening one-side foldout.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
・This brochure depicts a new lifestyle the new SERENA can provide. For new activities getting attentions recently in Japan such as canyoning, climbing and glamping, a family and their friends having fun with their new challenges are lively depicted in the brochure.
・New SERENA is equipped with many of advanced functions. Together with the lively lifestyle, those functions are introduced in stories by using a one-side foldout style with three consecutive spreads.
OPERATION / FLOW / INTERACTION:
・In Japan, automobile brochures are considered as an incentive item for targeted customers. Therefore, a brochure must convey both emotional and functional qualities to the potential buyer.
・In general, there are two ways of obtaining a brochure: either by picking it up at a dealership, or by ordering it on the Internet.
・In Japan, even after purchasing a car the delivery period can stretch to three months. The brochure allows the new owner to obsess over his or her purchase and fantasize about driving it, while waiting for the car to be delivered.
PROJECT DURATION AND LOCATION:
・The NISSAN SERENA was launched in August 2016 Japan. The brochure was released at the same time and will be used until the model gets updated.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
・A one-side foldout style is used for three consecutive spreads. When the page is turned, the vehicle’s main styling appears. And when the one-side foldout is opened, it is designed to show lively scenes with the vehicle.
・Had actual shootings for actual people doing the activities, and combined with the vehicle image in post-process.
・All of vehicle body and interior images are created by 3DCG. For the background, surroundings from the location site are captured with a 360-degree camera and used as real reflections on the car.
SPECIFICATIONS / TECHNICAL PROPERTIES:
・Size: a 250-mm square with 70 pages. Saddle stich.
・Comes with a DVD containing a family’s trip going glamping.
・This brochure uses “FSC (Forest Stewardship Council) approved paper”, which is made from thinned wood.
・“Making memories together strengthens family ties more than giving materials to children.
・Under this concept, New SERENA brochure is developed.
・A real perspective for children experiencing new things with their family is a key expression here.
・To capture the characters’ lively images and facial expressions, the shooting was done at a place where they were doing actual activities.
・Tried to make people genuinely enjoying the activities by themselves for this shooting.
・All of vehicle body and interior images are created by 3DCG, but they have perfect quality and are nearly indistinguishable with the real ones.
TEAM MEMBERS (1) :
Executive Creative Director: Tomohira Kodama, Creative Director: Seiichi Yamashita, Art Director: Junichi Sugawara, Copywriter: Iwaki Shiraishi and 3DCG: EGC D-PT/CG Creative
All image: Photographer: BA2, 3DCG: EGC D-PT/CG Creative