Fedi
Creative Strategy & Launch Campaign
Project Type12 Weeks
DurationDeliverablesHero Video, Community Shorts
Introduction
Fedi is a company that is leveraging freedom technologies to empower communities worldwide. Their world-class team are building a multi-purpose super-app that facilitates private chat, transactions and community saving. The company wanted introduce itself through a hero video explaining the mission and collaborative community approach they took to develop the app.
The Vision
To build a leading industry product and ecosystem that makes it possible for global individuals & communities to take charge of their money, data & create more opportunities that positively change their lives.
All across the world, there are millions of potential doctors, entrepreneurs, and visionaries who miss the chance to realise and contribute their talents to humanity, simply because they have limited financial access and resources. Fedi aims to help change this reality by increasing communities’ access to vital tools and resources.
Process
TOOLS
1. RESEARCH
This project was the result of the collective efforts of a freelance team (Unknown Certainty) that I was part of. As Creative Director and Designer, my role involved co-leading the early research phase where we went through several deep dives into the business alongside the key stakeholders. Our reflections were documented and presented through a living project deck.
We focused on identifying Fedi’s brand archetypes as that would be the solid foundation to that enables us to develop the many sides of the project. These dimensions were things like the brand's visual identity, tone of voice and the video’s core concept. These elements then influenced the video's creative narrative, script and post production visuals.
IT'S ALL ABOUT TRUST
✴
IT'S ALL ABOUT TRUST ✴
The Core Concept
The ‘Social Fabric’ became the driving concept of the identity overhaul and campaign as a way to capture the fundamental force that powers Fedi; trust. We also wanted to embody the colourful nature of various cultures as the app goes global as open source tech.
Product Launch
Snippets of the Social assets during the launch.
“I worked with Cain on an important live presentation and he did a fantastic job conveying our ideas visually. He’s also great to work with. I highly recommend him!”
Justin Moon, Co-Founder and Engineer
Filming
We captured content in 6 countries across 3 continents.
We worked closely with both the Fedi team and the communities they work with to capture stories of how they helped develop the app, and how it has supported their causes. The last stretch of filming was captured in a studio in LA, and required several keynote style background graphics for the speakers.
Results
Views on the campaign’s hero video
325k
Reposts of campaign social assets
500+
Livestream views during the live event
614
Views in total on Vimeo during week 1
8.8k
View rate on Vimeo during week 1
79%
Brand new followers on X.com
