PKP Intercity

Tysiące powodrów do prodróżowania

That was my first 360 degrees campaign. It had a national wide range in Poland as PKP Intercity covers the whole Polish territory. It was a long-term campaign with an extensive creative process.

We were in charge of 2018's PKP communication on every possible channel. From radio to television, events, billboards, and web content. It was a great feeling to travel around Poland and see our project on billboards and tv spots.

Creative Process

This project was very challenging and exciting, as PKP Intercity is a public company, the creative process was extensive with many levels of approval. A great multidisciplinary project involving many professionals and personnel.

Me and my beloved copywriter, at that time @Joanna Izbińska, were on the creative team deployed to assist PKP with their 2018's/2019's communication, having Sławek Figura and Dagmara Witek as creative directors leading the project. The project was extra-challenging because unfortunately, I don't speak Polish yet. But we bet our spots on human behavior which can be translated to any language.

We had a chance to work with @Locomotive Studio. These guys are pros and helped us deliver our spots within the master quality our clients required. From the backstage to the final product our experience with this studio was very satisfying.

Art
Direction

Part of the job was to come up with the plots. An exhausting process that I and Joanna had to face. Brainstorming sessions and constant checks with our creative directors and strategist were part of our intensive routine. Right after internal approval, we had to face the client's feedback.

After ensuring our insights were accurate, I had to take into consideration in which wagon our story would take place. Therefore, the actor's clothing and our props must fit according to the color scheme of the interior of the train. The bigger challenge was to use the colors to keep the viewer's focus on the story context, especially in our dialogues between father and son. Philip (son), our hero was the carrier of our core messages.

Post Production

We couldn't actually shoot our spots while the train was on movement, so we had to fake it ( in a good way ). The initial idea was to use LED panels behind the stationary train, parked in PKP hangar. After some prototypes, we chose chroma-key, an industry - standard that worked very well! Along with blinking lights to simulate the moving train and warmer lights to simulate the spring season when the spot would be in the air.
Our client was very satisfied with the results and trusted our team to deliver the quality they were expecting, and we haply did it.

Many thanks to all the personnel involved and PKP Intercity for trusting us to develop this project. Publicis Poland for the amazing professionals involved - ( Account managers, Producers, Creatives, and Directors.)
And a special thanks to @Joanna Izbińska a lovely person and flawless copywriter! Luv you Asia!

Tv Commercial

We created 4 different copies for the Spring and Autumn seasons. Plus 2 more copies of 6 seconds for web bumpers. Please feel welcome to watch all of them below.

Brand manual & ATL

I was challenged to create the campaign's brand manual, an extensive project with deep research about our layout's limitations and applications. PKP Intercity has an Italic logotype, which gave us the reason to use diagonal bars to compose our layout. It seems a simple shape, but when combined with images and texts, the task of putting everything together and keeping the balance between all the elements becomes tricky. Therefore based on this puzzling task I had to create rules for applications such as image tonality and color codes.