Earning cultural cachet in a new market
This extraordinary behind-the-scenes Fashion Week content from London, Paris and Milan helped Huawei grow its brand equity with a new creative audience.
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Huawei wanted to earn its cultural and creative stripes with the launch of its new flagship device, the P10, in Europe. Working with Dazed, we gained exclusive behind the scenes access to three hot-ticket shows in the SS18 season: Jacquemus, Molly Goddard & Marco De Vincenzo. Each mini documentary was shot by Stella Scott and Raven Smith was our ‘man on the inside’.
Jacquemus, Paris
Marco Di Vincenzo, Milan
Three carefully selected fashion photographers put the Huawei P10 to the test, each bringing their unique style and perspective to their imagery, which was used in the documentaries and in social content across Dazed and Huawei channels
