Logitech China | G29 Global Campaign, Keiichi Tsuchiya, The Drift King

Phase 1 Phase 2 Bonus Gallery
Logitech China - Global Campaign Keiichi Tsuchiya - The King of Drift - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech International S.A. is a Swiss provider of personal computer and mobile peripherals, with its headquarters in Lausanne, Switzerland and administrative headquarters in Newark, California. In addition to its Swiss and American facilities, the company has offices throughout Europe, Asia and the rest of the Americas. Logitech’s sales and marketing activities are organized into four geographic regions: Americas, Europe, Middle East and Africa, and Asia Pacific.

Details

Brand : LOGITECH International S.A. (China Team)
Team : MADJOR – a Labbrand Group company (Shanghai)
Services : Storyboard, Social content creation, Art direction, Graphic design, Production management
Platforms : YouTube, Facebook, Twitter, 微信 Tencent WeChat
Status : Ideation, Conceptualization, Prototyping, Production (in partnership with CrowzNest)

Context & Challenges

The following project is related to the creative part of the campaign dedicated to the new Logitech G29 Driving Force – Racing wheel for Playstation® 4, Playstation® 3 and PC Windows Microsoft, in partnership with the Japanese race car driver Keiichi Tsuchiya. A global campaign achieved trough two phases : in 2017 – Phase 1 named “Power is Nothing without Control“; in 2018 – Phase 2 named “The Drift King – A Legend is Born“. Both phases have been delivered with content strategy, creative concept, video storyboard, art direction and social content production. The video part was co-created / produced by MADJOR Labbrand and CrowsNest for Logitech.

Keiichi Tsuchiya | The Drift King

土屋圭市 Tsuchiya Keiichi, born January 30, 1956, is a Japanese professional race car driver. He is known as the Drift King (ドリキン Dorikin) for his nontraditional use of drifting in non-drifting racing events and his role in popularizing drifting as a motorsport. He is also known for Tōge (mountain pass) driving. Keiichi Tsuchiya started his career through the Fuji Freshman series in 1977. Unlike many drivers who came from wealthy families or motorsport backgrounds, he honed his skills from street racing and became an underground legend. (Source: Wikipedia)

Phase 1 | Power Is Nothing Without Control

Video warm-up | Race with precision

Logitech – “Race with precision“. Video by MADJOR Labbrand and CrowsNest for Logitech.

4K VR 360° Video | Race with the Drift King

Logitech – “Ride with the Drift King“. 4K VR 360° Video by MADJOR Labbrand and CrowsNest for Logitech.

Phase 1 | Visual references

Key visual mood board

Logitech China - Global Campaign Keiichi Tsuchiya - REFERENCES - KEY VISUAL RESEARCHES & MOODBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech China - Global Campaign Keiichi Tsuchiya - REFERENCES - KEY VISUAL RESEARCHES & MOODBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech China - Global Campaign Keiichi Tsuchiya - REFERENCES - KEY VISUAL RESEARCHES & MOODBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech China - Global Campaign Keiichi Tsuchiya - REFERENCES - KEY VISUAL RESEARCHES & MOODBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – G29 Campaign. Visual references collected by Francois Soulignac, MADJOR Labbrand Shanghai.

Phase 1 | Key visual options

Preliminary art direction | Sketches & notes

Logitech China - Global Campaign Keiichi Tsuchiya - FELL WHAT I FEEL - KEY VISUAL RESEARCHES & MOODBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – G29 Campaign. KV concept, sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Logitech China - Global Campaign Keiichi Tsuchiya - PRECISION DRIVING - KEY VISUAL RESEARCHES & MOODBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – G29 Campaign. KV concept, sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Logitech China - Global Campaign Keiichi Tsuchiya - GET YOUR HEART RACING - KEY VISUAL RESEARCHES & MOODBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – G29 Campaign. KV concept, sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Logitech China - Global Campaign Keiichi Tsuchiya - FEEL WHAT I FEEL - KEY VISUAL RESEARCHES & MOODBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – G29 Campaign. KV concept, sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Logitech China - Global Campaign Keiichi Tsuchiya - GAMER TO RACER - KEY VISUAL RESEARCHES & MOODBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – G29 Campaign. KV concept, sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Logitech China - Global Campaign Keiichi Tsuchiya - WHAT IS POWER WITHOUT CONTROL - KEY VISUAL RESEARCHES & MOODBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – G29 Campaign. KV concept, sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Logitech China - Global Campaign Keiichi Tsuchiya - CLUTCH LIFE - KEY VISUAL RESEARCHES & MOODBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – G29 Campaign. KV concept, sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Logitech China - Global Campaign Keiichi Tsuchiya - GAMER TO RACER - KEY VISUAL RESEARCHES & MOODBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – G29 Campaign. KV concept, sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Logitech China - Global Campaign Keiichi Tsuchiya - WHAT IS POWER WITHOUT CONTROL - KEY VISUAL RESEARCHES & MOODBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – G29 Campaign. KV concept, sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

Phase 2 | The Drift King: A Legend is Born

Logitech | The Drift King: A Legend is Born | MADJOR Labbrand & CrowsNest. Storyboard & Art direction by Francois Soulignac.

Phase 2 | Initial video storyboard

Logitech China - Global Campaign Keiichi Tsuchiya - The Drift King - STORYBOARD - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – “The Drift King“. Initial storyboard and art direction by Francois Soulignac, MADJOR Labbrand Shanghai.

Phase 2 | Researches

Key visual mockups

Logitech China - Global Campaign Keiichi Tsuchiya - The Drift King - KEY VISUAL mockup - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – G29 Campaign. Key visual mockup and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Logitech China - Global Campaign Keiichi Tsuchiya - The Drift King - KEY VISUAL mockup - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – G29 Campaign. Key visual mockup and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Logitech China - Global Campaign Keiichi Tsuchiya - The King of Drift - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – G29 Campaign. Key visual mockup by Francois Soulignac, MADJOR Labbrand Shanghai.

Phase 2 | Celebrity attitudes

Logitech China - Global Campaign Keiichi Tsuchiya - The King of Drift - Board Celebrity Attitudes - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Logitech – “The Drift King – Celebrity attitudes“. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

Bonus: Keiichi Tsuchiya by drone

Aerial views shot by drone in Japan in July 2018

Logitech – “Keiichi Tsuchiya driving in Japan, 2018” – Aerial views by Robert Ellis / CrowsNest for MADJOR Labbrand and Logitech.

Items: Key-visuals, Video storyboard (concept and mockups), Social posts (Facebook, Twitter), Print supports. Content: Global digital campaign and digital activations of Logitech G29 Driving Force – Racing wheel for Playstation® 4, Playstation® 3 and PC Windows Microsoft. Market: Global. Job done: storytelling, art direction; social content creation, co-creative direction with strategy consultant; video story-line co-written with video producer.

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