The-Artery signed Huawei’s AppGallery campaign

Cristina Blanaru Ads, Creativity

Multi-award-winning creative company The-Artery brings to life a stylish global campaign for consumer electronics brand Huawei’s official app distribution platform, AppGallery.

The campaign, set to an original musical track entitled “Explore It”, visualizes the AppGallery as more than a mobile app store, but rather as a gate to an endless world of digital content with the utmost level of data protection and privacy.  Each scene is anchored by the platform’s signature red square logo, reimagined in countless creative ways — including floating tetris-cubes, camera focuses, racing video game power-ups, and more. These enticing visuals were developed via The-Artery’s newly opened color suite and expanded design capabilities, led by Colorist Steve Picano and Design Director Lauren Indovina.

Collaborating to bring this project to life, the creative team worked to bring an extraordinary approach to this eye-catching campaign. “Director Eli Sverdlov, Editor Noam Weissman, and Executive Producer Kobi Hoffman all have distinct artistic processes that are unforgiving to conventional storytelling,” explains Founder and Executive Creative Director Vico Sharabani. “We had ongoing conversations about how to create a deeper connection between the brand and audiences. The agency, LH, was an amazing collaborator who gave us the freedom to really explore the fun, convenience, and security behind downloading apps on the Huawei AppGallery.”

Filming took place across the globe in Kiev, Ukraine while editing, design, animation, visual effects, and color grading were all done under one roof. The entire production was completed in only 16 days.

“There’s no other way our team could have fulfilled this vision without our in-house talent and resources,” continues Sharabani. “This campaign further demonstrates our approach towards elevating the look and feel of short-form narratives through breathtaking design.”

Jiminy Creative Tel-Aviv Executive Producer Kobi Hoffman adds, “I was excited at the opportunity to work with Vico again and couldn’t be more happy with the final piece. As always, with any creative work, there’s new life in the cutting room and The-Artery delivered plenty of striking imagery to choose from.”

Credits:

Agency: LH/ISRAEL
CEO: On Goldshtein
Chief Creative Officer: Erez Maytal
Head of Design: Usher Ben-Ishay
Account Director: On Goldshtein
Account Supervisor: Inbal Eldan
Account Executive: Ruth Fadayev
Art Director: Inbal Netzer
Copywriter: Erez Maytal
Planner: Amitay Amir

Production Company: Jiminy Creative Tel-Aviv
Director: Eli Sverdlov
Executive Producer: Kobi Hoffman
Producers: Amir Feingold, Elinor Almagor, Orit Pinco
Director of Photography: Tobias Hochstein
Production Designer: Samuel Ben-Shalom
Service Production: Family Productions, Kiev
Executive Producer: Nikita Bukowski
Service Producer: Marina Petrenko

Design, VFX & Animation: The-Artery, NY
Creative Director: Vico Sharabani
Executive Producer: Deborah Sullivan
Producer: Ruben Gloria
VFX Coordinator: Thurman Martin

2D Lead Artist: Asaf Yeger
2D Artists: Matthew Tremaglio, Westley Sarokin, Aarif Attarwala
3D Artists: Joe Grundfast, Dave Stewart, Grace Cassas, Bogdan Mihajlovic
Designer: Lauren Indovina

Color Grading by The-Artery, NY
Colorist: Steve Picano

Editing Company: Jiminy Creative
Editor: Noam Weissman
Edit Assist: Shira Dar

Music: “Explore It” by Tomer Biran
Sound Design: Asaf Bitton

English Narration: Liav Sverdlov

The-Artery is a full-service creative studio that specializes in creating content for brands, features films, episodic, and consumer brands across all platforms. We take a global perspective, collaborating with the best talent and the latest technologies from around the world to achieve outstanding results.