Premise
We believe advertising is a form of art, and it was nice to extend our creative philosophy to actual art across digital & social media.
Our content strategy focused on strengthening the width (audience) and depth (substance).
This involved revamping the video production approach, adding a level of polish, interesting visual hooks, while retaining a level of depth and substance.
Reference: SAM contemporaries
It’s fun to create art that showcases art, and we particularly like this piece for SAM contemporaries that is an evocative at the process of creation. Completely conceptualised, scripted and produced by team PROTOCOL.
Reference: Learning Gallery x Narrator Trend
We showcase the refresh for the Learning Gallery by latching on the voiceover/narrator trend. Punch it up with some text animations and an oh-so-cute little girl and this became a really fun watch.
Case Study: Seeing Forest By Robert Zhao
This interview with Robert Zhao goes into his process and his passion for the work without sacrificing viewer engagement.
While going in-depth on the artistic showcases, we want SAM to appeal to a broader audience, and we do this with culturally relevant content.