Campaign AR Guideline UI Bot Gallery
Dorel Juvenile is a manufacturer of juvenile products, including car seats, play yards, high chairs, bath accessories, infant health, home safety and feeding products. The company sells more than 8 million children’s car seats globally each year. Juvenile products are designed, manufactured and marketed under several brand names, including Safety 1st, Maxi-Cosi, Quinny and Tiny Love. Regional brands include Cosco, Infanti, Bertini Baby, Bébé Confort Mother’s Choice and Voyage.
Details
Brand : MAXI-COSI China | Dorel Juvenile
Team : MADJOR – a Labbrand Group company (上海 Shanghai)
Services : Creative Direction, Art direction, Social Content Creation
Platforms : Facebook, Instagram, Amazon, 天猫 Tmall 淘宝网 Taobao (阿里巴巴集團 Alibaba Group)
Status : Ideation, Conceptualization, Prototyping, Production
Context & Challenges
The following introduction is an overview of 2 years of collaboration between Maxi-Cosi Dorel Juvenile Europe and MADJOR, the China-based Digital Design Dpt. of Labbrand Group. The first part introduces an extended selection of creative items produced for Lila Stroller Campaign including social content, video commercial, off-line hologram and installations; the second part is an extract of the Maxi-Cosi Digital Guidelines dedicated to European & Chinese markets, including digital standards for Amazon and 天猫 Tmall product pages; the third part is a consulting management in UI Design to improve user experiences on the brand website and native App. The very last prototype includes UI Design of artificial intelligence and automated bots.
Campaign | Maxi-Cosi Lila stroller
Maxi-Cosi | Stroller campaign – Art direction by François Soulignac, MADJOR Labbrand Shanghai, Shooting by Peek Creative Studio.
Video storyboard
The next best place, after your arms
Maxi-Cosi | Lila stroller – The next best place, after your arms. Art direction by François Soulignac, MADJOR Labbrand Shanghai.
Visual reference
Lighting and colors
The Tree of Life (desert scene). Directed by Terrence Malick, 2011. Reference for Maxi-Cosi preproduction video (SEQ. 1 & 2).
Concept & Tagline | Initial researches
Maxi-Cosi – Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.
Concept 1 | Standard of comfort
Mood-board and visual expression
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by François Soulignac, MADJOR Labbrand Shanghai.
Concept 2 | Comfort, Engineered
Mood-board and visual expression
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Video mood | Comfort engineered
Nike Flyknit – Visual reference for engineered confort expression – Video by Nike.
Concept 3a | Approved by Baby – Toes Label
Mood-board and visual expression
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Concept 3b | Approved by Baby – Testing room
Mood-board and visual expression
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Concept 3c | Approved by Baby – Before / After
Mood-board and visual expression
Maxi-Cosi | Dorel Juvenile – Lila stroller key visual. Board, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Key visual | Alternative concept
Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
KV Family-oriented
Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
KV Arms-oriented 1/2
Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
KV Product-oriented 1/2
Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
KV Product-oriented 2/2
Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
KV Arms-oriented 2/2
Maxi-Cosi China | Lila Campaign – Alternative key visual. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Hologram installation
AR Augmented Reality | Principle
Maxi-Cosi | Hologram installation. Creative direction by Catherine T. and Francois S., MADJOR Labbrand Shanghai.
Production details
Maxi-Cosi | Hologram production details. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Holographic illusion
AR Augmented Reality | Principle
Maxi-Cosi – Holographic illusion. Creative direction by Catherine T. and Francois S., MADJOR Labbrand Shanghai.
Production details
Maxi-Cosi | Hologram production details. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Digital activation
Augmented reality
Maxi-Cosi | Augmented Reality. Creative direction by Kevin G., Francesco G. and Francois S., MADJOR Labbrand Shanghai.
Items: key-visual, digital activations, Installation (principles and mockups). Content: global campaign for brand-new Lila stroller. Market: Europe and China. Job done: co-creative direction with strategy director, strategy consultant and global design director; art direction, asset production management, producer & vendor sourcing, production management.
Digital Guidelines for 天猫 Tmall, 淘宝网 Taobao, Amazon, Instagram, Facebook
天猫 Tmall video storyboard
Maxi-Cosi | 天猫 Tmall video storyboard. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.
天猫 Tmall product page guidelines
Structure & common components
Maxi-Cosi | 天猫 Tmall product page & common components. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.
天猫 Tmall Product page | Key features
Maxi-Cosi | 天猫 Tmall product page & key features. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.
Profile page principles
Maxi-Cosi | Instagram profile page principles. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.
Amazon
Product Page & A+ Page
Maxi-Cosi | Amazon product page principles. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.
Amazon Product Page principles
Maxi-Cosi | Amazon product page principles. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.
Amazon A+ Page principles
Maxi-Cosi | Amazon A+ Page principles. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi | Amazon A+ Page principle. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.
Maxi-Cosi | Amazon A+ Page principle. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.
Carousel principle
Maxi-Cosi | Facebook carousel principle. Guidelines by Francois Soulignac, MADJOR Labbrand Shanghai.
Facebook Post principle
Maxi-Cosi | Facebook post principle. Guidelines by François Soulignac, MADJOR Labbrand Shanghai.
Items: Amazon pages guidelines, 天猫 Tmall pages guidelines, Facebook post guidelines, Instagram posts guidelines (principles and mockups). Content: Global digital guidelines. Market: Europe and China. Job done: creative direction, art direction, design production management.
User Interface Prototyping
Native App & Automated bots
Automated Bots
Facebook Messenger
Maxi-Cosi – Dorel Juvenile | Native App & Automated bots, Designed by Kevin G., Kevin C. and François S., MADJOR Labbrand Shanghai.
Items: UI Desktop website, UI Mobile native App, Avatar for automated bot (prototype, visual expression, moodboard). Content: new digital strategy for Maxi Cosi Dorel Juvenile. Markets: China, Europe, Americas. Job done: co-creative direction with strategy director and strategy consultant; art direction, User Interface prototypes designing.
Photos gallery
© 2017-2019, MADJOR Labbrand Shanghai for Maxi Cosi China Dorel Juvenile – François Soulignac, Digital Arts Management.