DJI OM 5 - Ads Review
DJI just launched their new handheld phone gimbal, the OM 5. I knew they were launching this product months ago, because I was hired to develop creative and produce the shoot. DJI brought on TOBK Studios for the OM 5 launch (the same studio that created the DJI Pocket 2 video), and I was hired by TOBK. The piece was directed by Jeremiah Davis. This ad features a wide range of characters, applications, and environments–all curated to showcase the utility of the amazing OM 5.
Take a look at the launch video, then I’ll break down our thought process behind the ad.
Diversity Throughout
It was a huge priority for us to showcase as much diversity as we could. Ethnic diversity, scenic diversity, and diversity of activities. Finding models and talent that had unique skills helped us differentiate this ad from the usual. Jeremiah Davis led this charge. Instead of a skateboarder, he asked for free skaters. Instead of a cake chef, he asked for a pizza chef. Instead of a tourist trap, he asked for a real concert. None of these activities make the video, but the collection of all of them together create a unique feeling.
We shot this in 12 locations, in 4 countries, on 3 continents. There’s a certain familiar feeling you get when you see ads shot entirely in Los Angeles. This is because most ads are shot entirely in Los Angeles. Even if you’ve never been, there’s a certain architecture, a certain weather, certain colors that you recognize. Getting shots in different locations brings a visual diversity that you’re har-pressed to get when you only film in LA.
Inspirational Scenes
Advertising changes our culture. You can read my thoughts on that here, but the short version is that ads can inspire us to do things and live in a certain way. Ads are really good at boiling down a feeling to its most essential form in a short period of time. Take this Levi’s Ad, or this Smirnoff Ice ad. They promote products, yes. But they also inspire you to live and be a certain way.
This is exactly what we aimed to achieve with this ad. We wanted it to showcase the product, sure. but we also wanted it to inspire people to live life! To make the most of the summer, and let their cameras lead them to amazing experiences they wouldn’t have otherwise. We developed dozens of sequence ideas for this ad, but we only kept the ones that seemed the most fun.
Ultimate Accessibility
In the ad development process, we ideated tons of ideas that could showcase the utility of the OM 5. But the ones we kept were the ones we felt were accessible by everyone. Since the product is pretty affordable, at only $160, we couldn’t show it being used for aspirational things. We needed activities and use cases to be accessible. So we showed a lot of families using the product–from a slip-n-slide, to backyard baseball, to a hot air balloon ride, to pizza night.
Closing
Along with a killer crew, and a smooth shoot week, this creative came together to create an exciting video that highlighted the best fo what DJI OM5 has to offer. Thanks for reading!
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