Lime* was approached to form a creative partnership with SCMP, tasked with developing a compelling brand spot aimed at boosting subscriptions. The challenge was to craft a narrative that not only captured the essence of SCMP’s journalistic integrity but also resonated emotionally with potential subscribers. Working closely alongside SCMP’s creative team, we spent countless hours meticulously sifting through archival and current footage, searching for moments that encapsulated the mission and spirit of the publication.
The heart of our process layin the artful combination of narrative and visuals. We carefully selectedsoundbites that spoke directly to the values of independence, truth-telling,and connection to the community. These powerful audio moments served as thebackbone of our story, weaving together a tapestry of voices that reflected thediversity and dynamism of SCMP’s readership and contributors.
To bring these static momentsto life, we employed a visual technique known as parallax. This approachallowed us to treat and animate still photos—turning flat, motionless imagesinto dynamic visual experiences. By separating the layers within each image andmoving them independently, we created a subtle illusion of depth and motion,drawing viewers more deeply into the story being told. This not only honoredthe legacy of SCMP’s photographic archives but also gave modern energy to theoverall campaign.
The end result is a powerful, emotionally chargedvideo whose primary objective is to drive subscriptions. Every creativedecision—from soundbite selection to the parallax animation—was made with theintent of highlighting SCMP’s unique voice and commitment to journalism.Through this collaborative process, we succeeded in producing a brand spot thatis not only visually and narratively engaging but also purpose-driven,inspiring viewers to become part of the SCMP community.
