CREATIVE STRATEGY
Arriving on a film set and seeing an ARRI camera has always been a sign that you are working with great film makers. But when it came to marketing the brand, it became all about the product features. And although these features were innovative and powerful, competitors quickly copied them (and still do!). But with fewer resources and money, the brand was beginning to lose market share. Our objective was:
GET Cinematographers and Directors
WHO are competent enough to commit to lighting and composition decisions
TO see Arri as the only camera of choice for accomplished filmmakers
BY making sure they know that it is designed and built, by and for, people with cinematography in their DNA.
