As social media has firmly cemented itself as an essential element of every brand's marketing strategy, the demand for unique, eye-catching and high-quality content has grown as well. To meet these rising standards, DDB Group Hong Kong has launched Motion, a new creative division to produce film and photo studio-quality work for the online space.
Former DDB Group Hong Kong ECD Jamal Hamidi has been named managing director for the unit, which brings together filmmakers, animators and photography specialists who can work alongside DDB's creatives on producing top quality digital work. Jacie Tan from O&M RedFuse will serve as head of content creation.
The agency's TV production division has been brought into Motion as well, strengthening its offering which includes digital content, video, photography, animation, motion design and even live-streaming.
To showcase their work, Motion has released a passion project titled "Half" - a short film exploring the concept of only seeing half of the picture.
"From Netflix shows and Marvel movies, through to the work of professional social influencers, consumers have become accustomed to breathtaking production values on their newsfeeds. Motion is a response to increasing recognition from clients that a scrappy approach to content doesn’t make brands look more authentic, it makes them look cheap," said Andreas Krasser, CEO of DDB Group Hong Kong.
"Every consumer wants to watch content that looks and feels amazing, and every client wants to make it. Motion is our way of shortening the distance to amazing things," added Hamidi.
Motion has already begun producing client work for McDonald’s, Hotels.com and Johnson&Johnson.