Fieldwork
Winter 2024 Motion Campaign
iShieldz
Concept 1
Life Breaks
Slow-motion destruction shows how iShieldz keeps your phone safe when life gets chaotic.
Concept 2
Postcards from an Unbroken Life
Sharp audio heightens the moment of a phone mishap, underscoring the relief of having iShieldz protector.
Concept 3
Love, Life, and Phone
From a phone’s perspective, follow a relationship’s journey, from the first date to the breakup, with iShieldz keeping it protected.
Each of these concepts is crafted to deliver on three key pillars:
Cross-Platform Optimization: The hero spot builds broad awareness, while 5–15 second clips cater to social media and short-form ad placements.
Built-in Longevity: A campaign system built around standalone clips allows for staggered releases, keeping the brand top-of-mind over time.
Practical Reassurance: While the metaphors are emotional, the product messages are clear: iShieldz protects your phone from life’s chaos.
Insight
Life is busy, messy, and beautifully unpredictable. With so much going on, the last thing you need is to worry about your phone. iShieldz screen protectors are built to handle life’s everyday bumps and drops, so you can focus on what matters most. Install iShieldz, and let life happen—worry-free.
Concept 1:
(Lowest Budget)
Life Breaks
Life Breaks uses the universal appeal of slow-motion destruction to create a striking metaphor:
life is full of breakable moments, but with iShieldz, your phone doesn’t have to be one of them.
By pairing the innate human fascination with things breaking with the reassurance of protection, the campaign taps into both emotional and practical consumer instincts.
At its core, this campaign conveys a powerful message: we can’t stop life from throwing chaos our way, but we can prepare for it. iShieldz stands as a symbol of resilience in a world where things inevitably break.
Core Spot: A Visual Symphony of Destruction
The hero spot is a hypnotic journey through destruction, featuring vibrant, slow-motion visuals of everyday objects breaking, shattering, building tension and curiousity then concluding with iShieldz as the antidote to fragility.
Sequence Highlights:
A banana squished under extreme pressure, pulp spraying vividly.
A pristine glass pane shattering into glittering shards.
A vase suspended mid-air before exploding upon impact.
A vintage TV sparking and smoking as it implodes.
A bottle smashing into colorful streaks of liquid.
A watermelon bursting into a kaleidoscope of reds and greens.
The spot crescendos with an object falling on a smartphone. Unlike the preceding items, the screen doesn’t shatter—it remains perfectly intact.
The sequence reverses in rapid speed, going back in time revealing the phone has been secured with iShieldz moments earlier.
The product’s promise is clear: while life may break everything else, iShieldz protects what matters.
The Metaphor: Life Breaks, iShieldz Protects
Breaking objects in slow motion isn’t just visually satisfying—it mirrors the fragility of the world around us. Accidents happen. Chaos is inevitable. The campaign draws a parallel between these moments of destruction and the real-world stakes of dropping your phone. Just as the shattered glass, crushed banana, and exploding watermelon symbolize life’s unpredictability, iShieldz becomes the reassuring constant that protects your device from the chaos.
The tagline drives this metaphor home:
Things break.
iShieldz
Ancillary Standalone Short Content
The metaphor extends seamlessly into a system of standalone 5–15 second video assets. Each clip isolates a single breaking moment, offering satisfying visuals that double as metaphors for life’s fragility. These short spots are tailored for cross-platform ad buys, ensuring the campaign reaches diverse audiences with tailored content.
Example Ancillary Short Spots:
The Glass Pane Smash: Shards fly in mesmerizing slow motion, concluding with the tagline: “Things break. iShieldz doesn’t.”
The Exploding Watermelon: A burst of vivid reds and greens symbolizes life’s chaotic moments.
The Vase Drop: Porcelain fractures mid-air, a poetic reminder of how fragile things can be.
The Imploding TV: Sparks and smoke reflect the unpredictable disasters we face daily.
The Falling Phone: A condensed version of the hero sequence shows the phone landing safely, highlighting iShieldz’s role as the ultimate protector.
Slow-motion destruction is inherently captivating and shareable, drawing attention across platforms
Life Breaks is more than a celebration of visual destruction—it’s a metaphor for life itself.
By pairing moments of mesmerizing chaos with the calm, reassuring presence of iShieldz, the campaign delivers a message of resilience: you can’t stop things from breaking, but you can protect what matters most.
Concept 2:
(Medium Budget)
Postcards from an Unbroken Life
This campaign captures attention with its deliberate stillness.
Each scene unfolds in static, wide frames, showcasing the beauty of everyday moments—commutes, outdoor adventures, and family routines—presented with an authentic, observational style.
Amid these moments, a subtle yet crucial event unfolds: a phone at risk of damage.
Juxtaposing the wide frames, a microphone close on the subject captures intimate audio drawing the audience into the scene. It captures the personal sounds of life, the sharp tension of the mishap, and the relief as iShieldz protects the phone.
The campaign strikes a balance between life’s unpredictability and the confidence iShieldz provides, showing how it allows life to continue without worry.
Examples
Mountain Run
Observed from the other side of a lookout, A jogger running along a rugged rural trail drops their phone while changing music mid-stride. We hear the distinctive sound of the phone bouncing and grinding along the rocks. Despite the aggressive terrain, the phone remains pristine, protected by iShieldz.
Urban Commute Chaos
Observed from the other side of a subway platform, a professional rushes to catch a train while juggling coffee and texting. The phone slips from their hand and we hear the distinctive sound of it hitting the floor and sliding across the dirty platform. Despite the mishap, we hear a slight sigh of relief as they pick up the device and continue texting.
Cafe Chaos
From a bustling cafe, we observe two moms deep in conversation while a toddler drags a metal spoon across an unattended phone. The sharp scraping sound barely gets a glance from the moms before they return to chatting—confident the phone is safe with iShieldz.
Fitness Mishap
From an exercise area of a busy park, we observe a woman immersed in her workout, her focused breathing blending with the distant sounds of life around her. Suddenly, the sharp crack of her phone hitting the pavement interrupts her flow. She pauses, picks it up, and smiles with quiet relief—her screen is flawless, protected by iShieldz.
Library Study Save
From a quiet corner of a serene library, we observe a student hunched over a stack of books, their phone perched precariously on the edge of the table. The soft rustle of turning pages and the faint hum of the library are interrupted by the sharp clatter of the phone hitting the floor. Heads turn, but the student quickly retrieves it, breathing a sigh of relief. The screen is untouched—iShieldz quietly doing its job.
Kitchen Bag Toss
From the corner of a bustling kitchen, we watch as a woman hurriedly packs for the day. She tosses keys, a metal thermos, a piece of sticky fruit, and finally her phone into an already-cluttered tote bag. The sounds of clicking and rattling fill the air as she grabs the bag and heads out the door. Despite the chaos inside, her phone screen remains flawless—protected by iShieldz.
Concept 3:
(Highest Budget)
Love, Life, Phone.
This campaign narrates the lifecycle of a short-lived romance from the phone’s perspective. Through the ups, downs, and eventual heartbreak, the phone witnesses it all—protected by iShieldz, ensuring it weathers every bump, spill, and fall life throws its way. The campaign uses a “slice-of-life” montage style, reminiscent of "a second a day," to create an emotionally engaging and relatable story.
This campaign employs a visually striking and technically innovative approach to storytelling by presenting the entire narrative from the phone’s fixed perspective. Inspired by the dynamic, immersive framing techniques popularized by sports brands like Nike, the phone remains anchored in the lower third of every frame, creating a unique "snory cam"-like effect. This fixed viewpoint places the audience directly in the role of the phone, witnessing every moment—playful, intimate, chaotic, and emotional—just as it happens.
By adhering to this framing, the campaign underscores the phone’s constant presence in our lives. It becomes a silent observer, resilient through every triumph and mishap. Whether the phone is propped up on a restaurant table, tossed onto the couch during an argument, or knocked into the sand on a beach date, the consistent perspective reinforces the message that while love is fragile, your phone doesn’t have to be.
This approach blends technical precision with emotional storytelling, offering a fresh, memorable perspective that will captivate audiences and set the campaign apart. The framing not only highlights iShieldz’s reliability but also creates a compelling visual identity for the brand.
Story Structure
Early Relationship: First Call
Setting: A sunny park bench.
POV: Phone lies on the bench during a speakerphone call.
The camera captures the owner gesturing animatedly while laughing.
Mishap: The phone slides off the bench onto the gravel.
Resolution: Picked up, unscathed, the call continues without a hitch.
2. Cooking Chaos
Setting: The couple prepares a meal in a small kitchen, tasting and joking.
POV: Phone is propped against a mixing bowl displaying a recipe.
Mishap: Sauce spills onto the phone as they get carried away.
Resolution: The screen is wiped clean, showing no damage.
3. Gym Adventure
Setting: A shared workout at the park.
POV: Phone rests on the ground, playing music.
Mishap: A water bottle tips over, spilling onto the phone.
Resolution: The phone is shaken dry, functioning perfectly.
4. Beach Date
Setting: A sunny day at the beach.
POV: Phone plays music from the sand while they build a sandcastle.
Mishap: A beach ball bounces onto the phone, or sand spills over it.
Resolution: Brushed off, the phone is still pristine.
5. Late-Night Karaoke
Setting: Their living room, transformed into a karaoke stage.
POV: Phone streams lyrics from a coffee table.
Mishap: A wild dance move sends the phone tumbling to the floor.
Resolution: The phone is picked up, unharmed, as the party continues.
6. Camping Firelight
Setting: A romantic campfire.
POV: Phone captures a playlist as marshmallows roast.
Mishap: A stick bumps the phone, knocking it into the dirt.
Resolution: Dust wiped away, the phone remains good as new.
7. Conflict: The Fight
Setting: The couple argues in their living room.
POV: Phone rests on the couch, capturing the tension.
Mishap: One partner tosses the phone onto a chair in frustration.
Resolution: The phone bounces safely, thanks to iShieldz.
8. The Breakup: Tearful Goodbye
Setting: Outside on a rainy night.
POV: Phone sits on a table as one partner types: “We need to talk.”
Mishap: During the emotional goodbye, the phone drops into a puddle.
Resolution: Water beads off the screen, leaving it perfectly intact.
9. Closing Scene: "Back to Swiping"
Setting: Back in the living room, alone again.
POV: Phone is back in the owner’s hand, swiping right on a dating app.
A faint reflection shows a small, hopeful smile, signaling optimism for a fresh start.
LOVE, LIFE, PHONE, blends emotional storytelling with innovative visuals to showcase the resilience and reliability of iShieldz. By framing the entire narrative from the phone’s perspective, the campaign creates a unique and intimate connection between the audience and the product, highlighting its role as a steadfast companion through life’s ups and downs. The emotional arc—from the thrill of new love to the heartbreak of separation—resonates universally, making the product integration both seamless and deeply relatable.
Ultimately, this campaign positions iShieldz as more than just a screen protector—it’s a symbol of reliability in a fragile world, underscoring the message: “Love is fragile, iShieldz isn’t.”
🥰 Thank you for your time! 🥰