OPPO Find N

Taking into account the rational and discerning nature of foldable smartphone users, this advertising project tailored for OPPO Find N adopted a visual strategy centered around the product itself.

It pioneered a brand-new visual language for product presentation in the 3C industry, characterized by minimalist aesthetics paired with bold, fashion-forward plays of light and shadow to showcase the product’s technological prowess; at the same time, the introduction of extensive real-life scenarios highlighted the foldable screen’s practicality and fun of use. As for the display of the product itself, the advertising project returned to the essence and placed strategic emphasis on texture: breaking away from traditional rendering methods, it proposed the principle of ‘True Minimalism’ for photography, and collaborated with internationally acclaimed photographer Haw-Lin, achieving a high-tech aesthetic through cutting-edge lighting techniques—redefining high-end visual expression in the industry. As for marketing, the project focused on application scenarios, creating a variety of visually appealing and practical situational contents to help users intuitively grasp the value of the foldable screen. It also acutely identified the ‘Unfolding Moment’ as a critical factor in user decision-making. Based on that, the design team innovated the marketing-exclusive wallpaper, using the visual metaphor of an ‘Unfolding Wing’ to symbolize the moment. Such a design was highly recognized by over 80% of users, becoming a key driver of purchase intent and leading design trends across the industry.

The project achieved remarkable results. OPPO Find N reached a 14% awareness rate, ranking Top 2 in the foldable smartphone market and successfully building a high-end high-tech product image. The first-generation model sold out within two minutes of launch and became the best-selling product in its category in China. Subsequent generations continued to optimize the visual language, maintaining leading sales performance all the time. Post-campaign creative testing confirmed that the project significantly contributed to a high-end, fashion-forward brand image and greatly stimulated consumers’ desire to purchase.