Empire Asia Division Delivers a Breakthrough Commercial for KDB Daewoo Securities in South Korea With Transmedia Artist Alexa Meade
When Korea’s KDB Daewoo Securities needed a breakthrough concept for their marketing campaign, they turned to Empire's Tokyo-based Division.Empire Entertainment, working together with KDB’s agency, proposed artist and photographer Alexa Meade as the ideal solution for their needs. PBS said the following of Alexa “In some ways, artist Alexa Meade is a traditional figure painter. But she works on an unusual canvas: the actual human body. And she takes a classical concept — trompe l'oeil, the art of making a two-dimensional representation look three-dimensional — and turns it on its head. Her aim is to do the opposite, to collapse depth and make her living models into flat pictures." Using her unique painting technique, Alexa delivered a truly attention-grabbing commercial and set of campaign materials, which KDB successfully leveraged for their through-the-line campaign. Empire developed the creative concept for the advertising campaign together with Alexa, and also provided rights management and talent management services on this project. Empire is a leading producer and source of talent and creative elements for major commercial campaigns worldwide. Past Empire commercial projects have included work for clients ranging from Samsung, EA Sports and Asahi.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
