Dear Life: OPPO x Paris Photo 2024

I led the art direction and design for OPPO's global campaign 'Dear Life' at Paris Photo Fair, as part of the launch campaign of the Find X8 series while showcasing the Imagine IF Photography Award winners. 

Curator:Zisheng Han
Book Design: A³ DESIGN Lab
Event Agency: HOFO
Photo by OPPO PR Team

June - November 2024

What are the key challenges for this project?

Highlight the new product positioning of we bring joy through mobile photography for everyone.

Resonate with international audiences, fits well in the art fair while still emphasiszing OPPO’s brand identity.

Involve audience-generated content in social media promotion of the exhibition.

Create a flexible, multi-platform campaign that can be applied by teams all around the world in different languages and formats.

Solution:

A modular design system with...

Simple, yet dynamic and playful design to embody all kinds of potential use. Fun copywriting, hand-drawn punctuation, and illustrations were to create a sense of human connection in a tech product campaign.

Brand assets utilized as primary colors and visual motifs. A bilingual typography system with OPPO typeface was developed that maintains hierarchy across languages.

Customizable both in written and visual elements, encouraging audience to upload their version of the design. Integrated interactive photo stations at the exhibition to encourage real-time participation with the content.

A modular design systems informed by the theme of the exhibition that work across horizontal and vertical formats for different social platforms.