Maxi-Cosi China, Dorel Juvenile | Campaign, Holograms, Digital Guidelines, Chatbots

Campaign AR Guideline UI Bot Gallery
Maxi-Cosi China Dorel Juvenile - Safety research
Dorel Juvenile is a manufacturer of juvenile products, including car seats, play yards, high chairs, bath accessories, infant health, home safety and feeding products. The company sells more than 8 million children’s car seats globally each year. Juvenile products are designed, manufactured and marketed under several brand names, including Safety 1st, Maxi-Cosi, Quinny and Tiny Love. Regional brands include Cosco, Infanti, Bertini Baby, Bébé Confort Mother’s Choice and Voyage.

Details

Brand : MAXI-COSI China | Dorel Juvenile
Team : MADJOR – a Labbrand Group company (Shanghai)
Services : Creative Direction, Art direction, Social Content Creation
Platforms : Facebook, Instagram, Amazon, 天猫 Tmall 淘宝网 Taobao (阿里巴巴集團 Alibaba Group)
Status : Ideation, Conceptualization, Prototyping, Production

Context & Challenges

The following introduction is an overview of 2 years of collaboration between Maxi-Cosi Dorel Juvenile Europe and MADJOR, the China-based Digital Design Dpt. of Labbrand Group. The first part introduces an extended selection of creative items produced for Lila Stroller Campaign including social content, video commercial, off-line hologram and installations; the second part is an extract of the Maxi-Cosi Digital Guidelines dedicated to European & Chinese markets, including digital standards for Amazon and 天猫 Tmall product pages; the third part is a consulting management in UI Design to improve user experiences on the brand website and native App. The very last prototype includes UI Design of artificial intelligence and automated bots.

Campaign | Maxi-Cosi Lila stroller

Maxi-Cosi | Stroller campaign – Art direction by François Soulignac, MADJOR Labbrand Shanghai, Shooting by Peek Creative Studio.

Video storyboard

The next best place, after your arms

Maxi-Cosi Dorel Juvenile - Lila stroller, The next best place, after your arms - Storyboard & Art direction by François Soulignac, MADJOR Labbrand Shanghai
Maxi-Cosi | Lila stroller – The next best place, after your arms. Art direction by François Soulignac, MADJOR Labbrand Shanghai.

Visual reference

Lighting and colors

The Tree of Life (desert scene). Directed by Terrence Malick, 2011. Reference for Maxi-Cosi preproduction video (SEQ. 1 & 2).

Concept & Tagline | Initial researches

Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by François Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi – Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by François Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.

Concept 1 | Standard of comfort

Mood-board and visual expression

Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by François Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by François Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by François Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by François Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by François Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.

Concept 2 | Comfort, Engineered

Mood-board and visual expression

Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by Francois Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by Francois Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by Francois Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by Francois Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by Francois Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by Francois Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.

Video mood | Comfort engineered

Nike Flyknit – Visual reference for engineered confort expression – Video by Nike.

Concept 3a | Approved by Baby – Toes Label

Mood-board and visual expression

Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by Francois Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.

Concept 3b | Approved by Baby – Testing room

Mood-board and visual expression

Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by Francois Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.

Concept 3c | Approved by Baby – Before / After

Mood-board and visual expression

Maxi-Cosi China - Dorel Juvenile - Lila stroller key visual - Researches by Francois Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.

Key visual | Alternative concept

Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China, Dorel Juvenile - Lila Stroller Campaign - Alternative key visual - Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai
Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

KV Family-oriented

Maxi-Cosi China, Dorel Juvenile - Lila Stroller Campaign - Alternative key visual - Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai
Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

KV Arms-oriented 1/2

Maxi-Cosi China, Dorel Juvenile - Lila Stroller Campaign - Alternative key visual - Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai
Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

KV Product-oriented 1/2

Maxi-Cosi China, Dorel Juvenile - Lila Stroller Campaign - Alternative key visual - Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai
Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

KV Product-oriented 2/2

Maxi-Cosi China, Dorel Juvenile - Lila Stroller Campaign - Alternative key visual - Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai
Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

KV Arms-oriented 2/2

Maxi-Cosi China, Dorel Juvenile - Lila Stroller Campaign - Alternative key visual - Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai
Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

Hologram installation

AR Augmented Reality | Principle

Maxi-Cosi Dorel Juvenile - Lila stroller - HOLOGRAM Installation - Art direction by Francois Soulignac, MADJOR Labbrand Shanghai, China
Maxi-Cosi | Hologram installation. Creative direction by Catherine T. and Francois S., MADJOR Labbrand Shanghai.

Production details

Maxi-Cosi Dorel Juvenile - Lila stroller - HOLOGRAM Installation - Art direction by Francois Soulignac, MADJOR Labbrand Shanghai, China
Maxi-Cosi | Hologram production details. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

Holographic illusion

AR Augmented Reality | Principle

Maxi-Cosi Dorel Juvenile - Lila stroller - PROJECTION HOLOGRAPHIC ILLUSION Installation - Art direction by Francois Soulignac, MADJOR Labbrand Shanghai, China
Maxi-Cosi – Holographic illusion. Creative direction by Catherine T. and Francois S., MADJOR Labbrand Shanghai.

Production details

Maxi-Cosi Dorel Juvenile - Lila stroller - PROJECTION HOLOGRAPHIC ILLUSION Installation - Art direction by Francois Soulignac, MADJOR Labbrand Shanghai, China
Maxi-Cosi | Hologram production details. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

Digital activation

Augmented reality

Maxi-Cosi Dorel Juvenile - Lila stroller - Augmented Reality - Art direction by Francois Soulignac, MADJOR Labbrand Shanghai, China
Maxi-Cosi | Augmented Reality. Creative direction by Kevin G., Francesco G. and Francois S., MADJOR Labbrand Shanghai.

Items: key-visual, digital activations, Installation (principles and mockups). Content: global campaign for brand-new Lila stroller. Market: Europe and China. Job done: co-creative direction with strategy director, strategy consultant and global design director; art direction, asset production management, producer & vendor sourcing, production management.

Digital Guidelines for 天猫 Tmall, 淘宝网 Taobao, Amazon, Instagram, Facebook

天猫 Tmall video storyboard

Maxi-Cosi China - Dorel Juvenile - Digital Guidelines - TMALL TAOBAO ALIBABA VIDEO STORYBOARD - Francois Soulignac, Documents  & Art Direction - MADJOR Labbrand Shanghai, China
Maxi-Cosi | 天猫 Tmall video storyboard. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.

天猫 Tmall product page guidelines

Structure & common components

Maxi-Cosi China - Dorel Juvenile - Digital Guidelines - TMALL TAOBAO ALIBABA PRODUCT PAGE - Francois Soulignac, Documents  & Art Direction - MADJOR Labbrand Shanghai, China
Maxi-Cosi | 天猫 Tmall product page & common components. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.

天猫 Tmall Product page | Key features

Maxi-Cosi China - Dorel Juvenile - Digital Guidelines - TMALL TAOBAO ALIBABA PRODUCT PAGE - Francois Soulignac, Documents  & Art Direction - MADJOR Labbrand Shanghai, China
Maxi-Cosi | 天猫 Tmall product page & key features. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.

Instagram

Profile page principles

Maxi-Cosi China - Dorel Juvenile - Digital Guidelines - INSTAGRAM - Francois Soulignac, Documents  & Art Direction - MADJOR Labbrand Shanghai, China
Maxi-Cosi | Instagram profile page principles. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.

Amazon

Product Page & A+ Page

Maxi-Cosi China - Dorel Juvenile - Digital Guidelines - AMAZON Product Page principles- Francois Soulignac, Documents  & Art Direction - MADJOR Labbrand Shanghai, China
Maxi-Cosi | Amazon product page principles. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.

Amazon Product Page principles

Maxi-Cosi China - Dorel Juvenile - Digital Guidelines - AMAZON Product page - Francois Soulignac, Documents  & Art Direction - MADJOR Labbrand Shanghai, China
Maxi-Cosi | Amazon product page principles. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.

Amazon A+ Page principles

Maxi-Cosi China - Dorel Juvenile - Digital Guidelines - AMAZON A+ page - Francois Soulignac, Documents  & Art Direction - MADJOR Labbrand Shanghai, China
Maxi-Cosi | Amazon A+ Page principles. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China - Dorel Juvenile - Digital Guidelines - AMAZON A+ Page- Francois Soulignac, Documents  & Art Direction - MADJOR Labbrand Shanghai, China
Maxi-Cosi | Amazon A+ Page principle. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China - Dorel Juvenile - Digital Guidelines - AMAZON - Francois Soulignac, Documents  & Art Direction - MADJOR Labbrand Shanghai, China
Maxi-Cosi | Amazon A+ Page principle. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.

Facebook

Carousel principle

Maxi-Cosi China - Dorel Juvenile - Digital Guidelines - FACEBOOK Carousel - Francois Soulignac, Documents  & Art Direction - MADJOR Labbrand Shanghai, China
Maxi-Cosi | Facebook carousel principle. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.

Facebook Post principle

Maxi-Cosi China - Dorel Juvenile - Digital Guidelines - FACEBOOK Post principle - Francois Soulignac, Documents  & Art Direction - MADJOR Labbrand Shanghai, China
Maxi-Cosi | Facebook post principle. Guidelines by François Soulignac, MADJOR Labbrand Shanghai.

Items: Amazon pages guidelines, 天猫 Tmall pages guidelines, Facebook post guidelines, Instagram posts guidelines (principles and mockups). Content: Global digital guidelines. Market: Europe and China. Job done: creative direction, art direction, design production management.


User Interface Prototyping

Native App & Automated bots

Maxi-Cosi China - Dorel Juvenile - UI Design Prototyping - François Soulignac, Digital Creative & Art Direction - MADJOR Labbrand Shanghai

Maxi-Cosi China - Dorel Juvenile - UI Design prototyping APPOINTMENTS - François Soulignac, MADJOR Labbrand Shanghai

Appointments
Maxi-Cosi China - Dorel Juvenile - UI Design prototyping AMBASSADORS - François Soulignac, MADJOR Labbrand Shanghai

Ambassadors
Maxi-Cosi China - Dorel Juvenile - UI Design VIDEO LIVE STREAM - François Soulignac, MADJOR Labbrand Shanghai

Video live streaming
Maxi-Cosi China - Dorel Juvenile - UI Design TALKS & TIPS - François Soulignac, MADJOR Labbrand Shanghai

Talks & Tips
Maxi-Cosi China - Dorel Juvenile - UI Design REVIEWS COMMENTS - François Soulignac, MADJOR Labbrand Shanghai

Reviews / Comments
Maxi-Cosi China - Dorel Juvenile - UI Design HELPS - François Soulignac, MADJOR Labbrand Shanghai

Helps

Automated Bots

Facebook Messenger

Maxi-Cosi China - Dorel Juvenile - UI Design RECOMMENDATION - François Soulignac, MADJOR Labbrand Shanghai

Bot – Recommandations 1/2
Maxi-Cosi China - Dorel Juvenile - UI Design RECOMMENDATIONS Automated bot - François Soulignac, MADJOR Labbrand Shanghai

Bot – Recommandations 2/2
Maxi-Cosi China - Dorel Juvenile - UI Design AUTOMATED MESSAGE BOT CHATBOT - François Soulignac, MADJOR Labbrand Shanghai

Chatbot – Facebook Messenger 1/4
Maxi-Cosi China - Dorel Juvenile - UI Design AUTOMATED MESSAGE BOT CHATBOT - François Soulignac, MADJOR Labbrand Shanghai

Chatbot – Facebook Messenger 2/4
Maxi-Cosi China - Dorel Juvenile - UI Design AUTOMATED MESSAGE BOT CHATBOT - François Soulignac, MADJOR Labbrand Shanghai

Chatbot – Facebook Messenger 3/4
Maxi-Cosi China - Dorel Juvenile - UI Design AUTOMATED MESSAGE BOT CHATBOT - François Soulignac, MADJOR Labbrand Shanghai

Chatbot – Facebook Messenger 4/4

Maxi-Cosi – Dorel Juvenile | Native App & Automated bots, Designed by Kevin G., Kevin C. and François S., MADJOR Labbrand Shanghai.

Items: UI Desktop website, UI Mobile native App, UI Automated bot (prototyping). Content: new digital strategy for Maxi Cosi Dorel Juvenile. Market: Europe and China. Job done: co-creative direction with strategy director and strategy consultant; art direction, User Interface prototypes designing.

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