F-Secure
—Covered for complete
cybersecurity
Brief
We helped F-Secure to explain and raise awareness of their key product lineup and upcoming products with engaging, yet easy to follow visual storytelling and multi-channel strategy.
CREATIVE
APPROACH
For F-Secures complete product lineup, we wanted to reach the relevant audiences with multi-channel content strategy: coverage on all relevant platforms and video retarteging.
We set out to find an episodic narrative that lights the premise of internet security, the threats users might encounter and shows the solutions F-Secure has to offer with key product functionality.
Goals were set towards high production standards, to increase brand awareness and supplement visual identity with new and captivating imagery.
Collaboration between KLØK & Company and F-Secure led to a coherent campaign, yet differentiate each product in meaningful ways. It was also apparent, that embarking on a campaign style production, we would have budgetary benefits.
Modularity
The concept covered four products. Each product consisted of two films and a wide range of channel versions.
Each product had a hero film, which was designed to make the audience see the value of the product and targeted for people with little knowledge of the brand or the product.
A shorter, retargeting film was created to serve as a reminder to go and buy the product or download the trial. This was shown to people who had visited the product page or interacted with the brand. Retarteging film was designed to grasp the attention of the viewer in the first few seconds and lead the viewer to buy the product. We utilised many assets from the main film.
To reach the target audiences in relevant platforms, numerous channel versions were derived from these two films, with various overrides and customisations for specific versions, such as aspect ratios, localisation and title cards.
Process
After the initial design exploration, we chose 3D animation as the primary narrative style – with minimalistic, graphical and easy to understand design language. Bright and clean appearance conveyed experience and trustworthiness, which is great when dealing with cyber security. The look is a sort of “focused reality”, where we tell the story in a stripped down and abstract world, which has a tangible and realistic feel to it.
During pre-planning, storyboard, animatic and keyframes were the key tools for iterating with the client. We were able to push previz to include shot composition, colours, surface materials, lighting, typography and mood very early on during each production.
This way, we were confident that most of the shots wouldn’t require expensive re-rendering after committing to final quality.
Partly because the subjects shown were abstract to begin with, the design language was minimalistic and symbolic which worked well for maintaining visual brand loyalty. It also helped to focus on one storytelling point at a time. Clear visuals also work nicely in smaller screens.
F-Secure’s visual guidelines worked as a basis for our explorations, but I had the opportunity to push the visual boundaries further, as the client hadn’t done anything like this before.
I wanted the rhythm and motion of the story to be snappy and rigorous, but have elegant smoothness and refined appearance. Shots flowed together.