Creative Direction and Art Direction on the Fibre Optic launch campaign 2013 (additional gaming artwork 2014). FINALIST The Loeries 2013, Shortlist MENA Cristal 2014.
To promote the fastest, highest premium home broadband product in Bahrain
(a country with one of the world’s highest telecom market penetrations)
& also innovatively dramatise lightning fast download speeds.
The concept is based on the amazing power of fibre optic internet to deliver downloads
in a fraction of the time of typical copper wire connections. We teamed up with high-speed photography expert Alan Sailer to shoot unique images of everyday house hold objects - capturing the fraction of a second that it takes to download the file, music or video content. The high speedphotos of everyday objects being shot through by metal pellets were later replaced in postproduction with metal icons of downloads.
Customer numbers for broadband subscriptions have saw an uptake in numbers of +76% (for the first quarter of 2013) and after the fibre campaign launch sales increased 70%.
Photography by Alan Sailer