Single’s Day Halloween Campaign

Overview

We were tasked with producing a Halloween campaign that could also be used for Singles Day in some targeted markets. We created custom illustrations to fit this unique mix of holidays. For the video ad, we came up with the idea for a man looking for love at a fortune teller. This resulted in an aesthetically spooky, yet fun, ad about finding the perfect match on ZenMarket.

The Client

ZenMarket is an e-commerce company based in Osaka. It is a proxy service that acts as an intermediary between Japanese sellers and overseas users. Many Japanese e-commerce sites are still not able to handle overseas purchases, and ZenMarket is able to bridge this gap and offer their services natively in 19 languages.

Project

In order to create nuanced storytelling while translating the video ad into 19 languages, we decided to use a black and white silent film aesthetic, which allowed us to add dialogue in a way that fit with our spooky Halloween theme. The ad was produced in a cosplay rental studio, which allowed us to shoot a full narrative ad with 3 actors on a tight 8 hour shoot.

The illustrations for the landing page and banners were hand-drawn to incorporate Halloween and Single's Day imagery, as well as the client's "Boxhead" mascot. Each element was drawn separately so that they could be flexibly rearranged for different banners, and the layout could be optimized as the banners were translated into 19 languages.