The Challenge
OPPO needed a campaign that could do several things at once: position a tech product around the joy of mobile photography, hold its own inside one of the world's most prestigious art fairs, work across languages and formats for global teams, and invite audiences to participate rather than just spectate.
The Solution
We built a modular design system rooted in the idea that photography is for everyone. Simple, dynamic, playful — designed to carry any content. Hand-drawn punctuation and illustrations brought human warmth to a tech brand. OPPO's brand colors and typeface anchored the identity, while a bilingual typography system maintained hierarchy across languages. Every element was built to be customizable — written and visual — so global teams could adapt it to their markets and audiences could create their own versions. Interactive photo stations at the exhibition turned visitors into contributors, generating content that fed back into the campaign's social presence.
The Challenge
OPPO needed a campaign that could do several things at once: position a tech product around the joy of mobile photography, hold its own inside one of the world's most prestigious art fairs, work across languages and formats for global teams, and invite audiences to participate rather than just spectate.
The Solution
We built a modular design system rooted in the idea that photography is for everyone. Simple, dynamic, playful — designed to carry any content. Hand-drawn punctuation and illustrations brought human warmth to a tech brand. OPPO's brand colors and typeface anchored the identity, while a bilingual typography system maintained hierarchy across languages. Every element was built to be customizable — written and visual — so global teams could adapt it to their markets and audiences could create their own versions. Interactive photo stations at the exhibition turned visitors into contributors, generating content that fed back into the campaign's social presence.
The Impact
The campaign launched at Paris Photo 2024, one of the world's leading photography fairs, and was picked up across international press including Yahoo Finance. The design system was adopted by OPPO's global teams across multiple markets and languages. The interactive stations drove real-time audience participation at Paris Photo, extending the campaign beyond the booth into social media.
Dear Life: an arts and technology collaboration
We led art direction and design for OPPO's global "Dear Life" campaign at Paris Photo 2024, launching the Find X8 series alongside the Imagine IF Photography Award. We built a modular design system — playful, human, bilingual — that worked across exhibition, social, and print for global teams. The campaign was covered by international press, and the system is still in use for OPPO's 2025 photography awards.
Year
2024
Year
2024
Client
OPPO
Client
OPPO
Timeline
8 weeks
Timeline
8 weeks
Dear Life: an arts and technology collaboration
We led art direction and design for OPPO's global "Dear Life" campaign at Paris Photo 2024, launching the Find X8 series alongside the Imagine IF Photography Award. We built a modular design system — playful, human, bilingual — that worked across exhibition, social, and print for global teams. The campaign was covered by international press, and the system is still in use for OPPO's 2025 photography awards.
Year
2024
Client
OPPO
Timeline
8 weeks