In March 2013, I was hired by St. Elmo’s Berlin to come up with a design concept for a new Olympus camera. The focus of this pitch was on creative people that need a small camera that is better than their cellphone and smaller than a full DSLR.
This was the market Olympus OMD was going for, and I had to find a way to target them. Stay Focused was the key theme and the visual I was looking for was to use graphical elements from the printing process as a way of playing with the visual focal point. This way, I could play around with the focus, reinforce the message and have vital visual elements for the other advertising elements.
The Stay Focused website would be filled with interviews of key creative people showing how their lives got better after they started using the new Olympus OMD cameras. Below you can see the designers and creative people we were looking forward to including on this campaign. None of them was contacted, and they never saw this pitc