Delfi Important from Gints Apsīts on Vimeo.
As part of a dynamic trio at the agency Frank & Stein, I (Gints Apsits) collaborated on a transformative multi-media campaign for Delfi. My role encompassed multiple facets including director, animator, designer, illustrator, art director, and creative director, while my colleagues Ingus Josts (CD, copywriter) and Zigurds Zakis (Strategist) added their expertise. The Delfi team and journalists also made invaluable contributions, ensuring a well-rounded and cohesive campaign.
Utilizing a distinctive black and white collage technique, I crafted a visual language that paid homage to Delfi's iconic blue branding, accented with strategic hints of red and yellow. I combined original photo material, stock photos, and custom video clips shot in a green-screen studio to create dynamic collage illustrations and animations that were both memorable and engaging.
The campaign featured ten micro-story videos, each profiling a different journalist, showcasing the variety of Delfi's content. This modular structure allowed us to cater to diverse target groups, enhancing audience engagement.
Our mission was to reinvigorate Delfi's brand identity, highlight the breadth of its content, and boost subscription rates by 10% within three months. The tagline, "When it is important to me, I open Delfi," encapsulated our central message, resonating with a diverse readership.
The campaign yielded impressive results: within two months, subscription revenue soared by 25%, and the churn rate was halved. Furthermore, a significant uptick in annual subscriptions was noted, demonstrating growth in long-term loyalty.
This campaign, implemented across diverse channels, highlighted my ability to combine creative ingenuity and craft with strategic marketing prowess, reinforcing Delfi's status as Latvia's leading media organization while driving measurable business results.
CREDITS:
Director, animator, designer, illustrator, AD, CD: Gints Apsits
CD, copywriter: Ingus Josts
Strategy: Zigurds Zakis
Agency: Frank & Stein
Production: Maris Lagzdins @ fon Films
Client: Delfi Latvia
Released: 2021.11.06
origamiaround
turnnoffyourmind
snowghoul
dededos
gummygunk
areudirty
pixelskylines
kaledo-art