Agency: Wieden+Kennedy London; Client: Three & i.am+; Photographer: Daniel Sannwald; CDs: Larry Seftel & David Day; Creative team: Ben Shaffrey & Max Batten. Three partnered with will.i.am to launch the dial. We created a strong photographic treatment to tie a range of visual assets to each other and the TVC (I’ve included the film here for reference although I didn’t work on it directly). The psychedelic cloud texture was inspired by Daniel Wolfe’s original ‘neon/acid western’ director’s treatment and, like the lighting, it is a flexible asset that runs though the TV, print, digital and instore assets that made up this campaign.
Never again will you experience sad news without strains of tear-jerking violin music; or fall in love without the approval of an enchantingly melodramatic piano piece. And from this day forth let no one with an iOS or Android mobile device embark on an epic voyage without the spirited company of a French Horn; or investigate a strange noise in the dead of night without the tense throb of ambient electronica. In fact your life is unlikely to contain any significant event whose meaning cannot be greatly enhanced by this app.