I-PRIMO
あなたの最高になりたい
[ commercial ]
「成為你最好的選擇」是I-PRIMO今年品牌的命題，從根據每個人手型推薦合適的鑽戒款式這項服務為起點，
我們製作了一系列影片，包括五支15秒短片、兩支30秒影片，以及一支60秒的完整版影片。
15秒的影片系列以理性出發，透過介紹品牌端各種專業人士，幫助不同族群找到最適合自己的選擇。
30秒的影片則以感性切入，將每個人比喻為獨特的天然鑽石，儘管可能帶有些微瑕疵，卻依然是獨一無二的存在。
到了60秒的完整版影片則更深入探討：如此不同的兩個人能夠相遇、相愛，並決定攜手共度一生，是多麼難得且珍貴。而這種珍稀的相遇，正如品牌與消費者之間的關係一般，需要被認真對待與呵護，最終回歸到我們的品牌主題——「成為每個人最好的選擇」。
到了今年，我們發現廣告的思維模式已經與過去大不相同。過去我們以完整版為主、短版為輔的邏輯已經不再適用。面對當今分眾化、多平台的環境，短秒數的影片已經成為主角，不再是完整版的延伸，而是一個獨立且完整的存在。
因此，今年我們在規劃不同秒數影片時，花了大量心力思考如何針對不同目標達成最佳效果。
最後，我們成功整合出一個完整的概念，並在客戶預算內圓滿執行了這個專案。
這次的專案為我們帶來許多全新的學習，也讓我們對廣告有了不同的視角。特別開心的是，和I-PRIMO合作已經是第五年了，我和導演Zoe在這過程中也共同成長了許多！
“Becoming Everyone’s Best Choice.” is I-PRIMO’s brand theme for this year.
Starting from the service of recommending the perfect ring based on individual hand shapes, we produced a series of videos: five 15-second clips, two 30-second films, and one full 60-second version.
The 15-second videos take a rational approach, showcasing various experts within the brand to help diverse groups find their ideal match.
The 30-second videos shift to an emotional tone, comparing each person to a unique natural diamond—imperfect yet irreplaceable.
Finally, the 60-second full version delves deeper, exploring how two very different people can meet, fall in love, and decide to spend their lives together. This rare and precious connection mirrors the relationship between the brand and its customers, where thoughtful care is essential—bringing us back to our core message: “Becoming Everyone’s Best Choice.”
This year, we realized that the traditional approach to advertising no longer applies. The old logic of focusing on full-length versions with short cuts as support doesn’t work in today’s fragmented, multi-platform world. Short-form content has taken center stage as a standalone creation, not just an extension of the full version. We invested significant effort in aligning different video lengths with distinct objectives. In the end, we developed a unified concept and successfully delivered the project within the client’s budget. This project brought us many fresh insights and shifted our perspective on advertising. I’m especially happy to mark the fifth year of collaboration with I-PRIMO, and the growth Zoe, the director, and I have experienced along the way!
Director : Zoe Lin
Assitant Director : Dora Tsai
Editor : Dora Tsai
Client : I-PRIMO
Year : 2024
[ 60s & 30s Version ]
[ 15s Version ]
[ Behind the scenes ]
