No Service 24/7’s campaign for electric scooter brand UNU lets the product do the talking
Berlin and Cologne-based branding agency No Service 24/7 have developed the campaign for the launch of the second generation of UNU’s electric scooter – one more step towards their ambitious aim of becoming the name in electric mobility.
No Service 24/7 began this with a shift in perspective; commissioning and creating material that depicts the tangible, real product in-situ through photography instead of revisiting the previous approach of computerised renderings. Taking to the streets with photographer Joseph Kadow and Director of Photography Larius Kieninger, the UNU scooter was photographed in and around the environment it was designed for, and importantly showing personable interaction. The results are crystal-clear, sharp tableaus that are photographed to inject an emotive quality to the clean, graphic images that some may otherwise assume are 3D renders.
Recalling the shoot, which took place over several days across Berlin, Managing Partner at No Service 24/7 Moritz Kind tells us “to ensure consistency in the images, especially with regard to the video-to-photo intersection, we have combined natural light with artificial light sources.” By utilising these “complex outdoor setups,” Kind explains, “we were able to achieve a high level of visual authenticity,” which are to be used for materials across all UNU’s campaign touchpoints. Letting the product speak for itself, the supporting typographic elements of the campaign are left to a minimum, allowing the copywriting to assist the visual story of the images without telling the whole thing. “We didn’t want the typography to become the protagonist itself,” Kind explains, noting how the conceptual result is a “message with more credibility and sensuality.”
Feeling fortunate to have the trustworthy client-designer relationship No Service 24/7 have with UNU, Kind tells us that “we had pretty much creative freedom over the typography,” leading them to settle on Rasmus Andersson’s Inter – a delicate sans serif that is indicative of the campaign’s “sophisticated and subtle” tone of voice.