Team member | TEAM
Shifting/Photography: Zi Yan
Director/Editing: Jiang Shan Yong
Strategy/Copy: Chapter
Set scene: Yilin
Actor: Wen Wen
Cat: Orange

Project Introduction | PROJECT
Fumaru FUKUMARU found us this time because the new cat scratch board, which has been brewing for a long time, is finally on the shelves. On the basis of the previous explosive design, the product adds more ingenuity, also uses a simple structure, coupled with strong design capabilities, to create an unprecedented "cat catch" experience. At the beginning of the project, we talked about the brand from the product, from the photo to the whole case, from the sale of goods to the lifestyle. In a round of tacit and pleasant communication, we finalized the project requirements for this time: based on the new cat grab board, make a whole brand promotional film.

In the past few years, the Fukumaru pet brand has accumulated dozens of pet products. In the process of continuous iteration and innovation, the brand concept and culture have gradually formed. This time, we hope that this mature brand will return to its original starting point and tell a story that everyone who loves cats has heard: Grandma Misao and her cat, Fukumaru. Because of this story, the name Fukumaru FUKUMARU came into being, and there were feelings and joy again and again. These feelings and joy were passed on to thousands of cats and cat owners through products.

This brand promotion project is mainly divided into two parts: graphic photography and video shooting. The video content is mainly displayed here. After the project requirements are clear, there are the following points:
1. This video is used for brand-level communication and is not limited to a specific product;
2. Spread the story behind the brand, Grandma Misao and Fukumaru;
3. Pass on slogan, the brand "Meet Beauty with You"
4. On the basis of the first two, it conforms to the tone of the Fuwan brand-simple and natural, beautiful and calm;
5. Product information such as cat litter and cat grab board are exposed in the video;
6. The video should conform to the values and aesthetics of young people;
7. The video lasts for 3-5 minutes. The main publishing platforms are: exhibition, official website and Tmall store. The second publishing platforms are: Station B and Little Red Riding Book.