With the recent entry into new niches, announced last year with the launch of the gamer line, Flexform’s investments also underwent reformulation. The five-year-old brand of swivel chairs and, recently, furniture, dives headlong into influencer marketing and bets on technology combined with big names to captivate new audiences.
After gathering a team of strong influencers for the launch of the Feel Only The Game campaign, in which it presented two premium gaming chair models last November, the brand chose DJ Alok and his originality to reinforce the promotion of the line’s products.
The DJ, who makes his debut in advertising in the furniture industry, brings to action one of his most admired characteristics, creativity in the production of content and technology, betting on 3D animation with live-action integration to present the details of the Alpha chair. Pro.
The two-video sequence developed in partnership with creative studio Miagui features Alok interacting with a very unusual pet, a dinosaur, in the midst of his gamer setup that has the chair as its centerpiece. The digital-oriented campaign will be broadcast on major social networks such as Instagram, Facebook, YouTube and TikTok and seeks to reach a new audience for the brand.
Check out the video with Alok:
The collaboration between Miagui and Flexform has gained a new chapter. After developing the concept and launching videos for the first line of gaming chairs, the studio is responsible for creating and producing the new campaign with artist and influencer, Alok and his pet, Dino.
The DJ’s pet dinosaur appeared unpretentiously on the artist’s social networks as one of his adventures in the world of CGI, but it generated a super repercussion and engagement with his audience. “The 3D characters gained space as an important part of the dialogue and approximation with the public, as is the case of Dino, which provoked a high engagement in the public when it was presented on the artist’s social networks.
Our work process for the films was to look creatively to develop ideas and scripts, where the plot deals with coexistence with the pet in a fun relationship with the main attributes of mobility and comfort of the chair”, explains Cássio Braga, director of Miami.
The contents were produced in a hybrid format, mixing live action and CGI. First, all the scenes were captured with Alok in a studio and, later, Dino was inserted digitally.
The objective of the campaign was to present the product, gamer chair, in an unusual context, endorsed by the artist, in a playful and fun way, with a language fully suited to digital channels. The idea was not to look like a piece of propaganda, but more like fun and catchy content like the ones Alok posts on its social networks.
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