Lepas L8 Launch Toolkit
McCann Milton Keynes booked me as a freelancer to build out LEPAS’ retailer toolkit for it’s debut car launch, delivering a suite of digital and print assets to support its retailers nationwide.
The BRIEF:
LEPAS is a new car brand, launching its first vehicle in the UK - the Lepas L8.
Using the campaign creative established by the art and design leads; deliver a list of paid media and social assets across an integrated campaign.
campaign creative
LEPAS is a new car brand, part of CHERY Group. McCann MK developed the creative approach for the campaign - producing static photography, a key visual, a TVC and teaser campaign.
The brand guidelines were also established by the McCann team, and my role was to develop the suite of assets for an integrated campaign - as well as to put the retailer toolkit document together which could be supplied to UK-based retailers as they open over the following months.
Awareness & Consideration
Assets for delivery were categorised by their place in the funnel: Awareness and Consideration.
As a brand rule - Awareness assets leaned more on the Leopard asset, due to the fact that they served as a “brand introduction,” whereas Consideration assets were intended to be more product focused, requiring a clearer focus on the car.
This established a clear working directive that kept the two categories distinct from each other.
Working with the copy doc provided I then chose selects from the visual assets supplied so that I could pair content and copy up.
Square peg, rectangular hole
Part of my brief for this job was to do a version of the Awareness storyboard using stills from the film I shared above - called “The Walk.”
The TVC I shared above is at a 21:9 ratio, which is nice if you’re going to watch it on a telly; but if you need it to work nicely on a phone, you’re f*cked (technical term).
Thankfully… Photoshop has some amazing AI tools these days, which makes working around this a breeze. So, with a bit of crafting and selective editing, I could very quickly solve this problem and get cracking on developing the assets I’d need for my brief.
I selected frames from the TVC that I wanted to use, took them into photoshop and extended each image outwards to buy myself some more breathing space. I did this with the static assets provided too, so that I had more flexibility with the more severe portrait formats.
Social media assets
Social was pretty straight forward, it was just about creating some really nice crops, as well as sticking to the “Awareness = Leopard, Consideration = Product” rule.
All of these were done in InDesign, where the deck was being put together - and Studio (McCann’s Artworking team) would export final assets at full size for dispatch.
Again, these were made using a mixture of extended background TVC selects and chosen imagery from the supplied asset bank.
