Concept for black series of products. Building on the intelligent technology feature distinct in these black products from Japan, the twist was on the word 'Brightest'. Black products should not be bright, yet they're 'bright' in a brilliant way, both figuratively and metaphorically.
Visual effects were enhanced to amplify the concept.
Art direction: Kristine Li
Copywriting: Kristine Li
Design: Kristine Li
Copywriting: Kristine Li
Design: Kristine Li
Client: Hitachi
Agency: Ape Works Pte Ltd
Year: 2013
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