Connecting consumer desires to client products

ODP has collected contracts with several of China's huge brands, including Huawei, smartphone maker Vivo, and digital map service Amap. The company has filmed more than 60 commercials, of which two have been released globally and three have won awards at the Spikes Asia regional advertising festival. 

"At the end of the day, our primary focus is connecting our client's brand to the global marketplace. We serve business with strategic thinking," Fu said. 

Nevertheless, he said, while on one hand advertisers should satisfy their clients' demands, on the other hand they need to please viewers if they want to spur affection for the product and the brand. 

"When it comes to making ads, I constantly ask myself, 'Is it worth watching? What added value can my production bring to our viewers? Who am I trying to please, the viewer or the client?' The answer is sometimes a battle inside my mind," Fu said.

"The ultimate goal of my work must not be sales. I think sales is important, but a brand won't be successful without influence. I'd like to help our clients become stronger; if we only aim at sales conversion, then there will be many limitations to what we create," Fu said. 

According to Fu, although every stage of making a successful commercial is challenging, the most difficult is pre-production. "It's the period that anything could go wrong," he explained, and "one small mistake could lead to a complete disaster later on during the shoot. We will always face one emergency after another to strike down our efforts, but we need to constantly improve ourselves," said Fu. 

Reaching out to global markets

However, the firm enjoys the challenge, and not only in one market. To establish a multi-cultural communication profile, ODP has extended its business to establish offices in the Balkan Peninsula and the United Arab Emirates. 

"Different cultures bring creativity and inspiration. Each time we work with new people, we share and learn great things from each other. I can't wait to be connected to more talented artists from all around the globe," Fu said. 

In addition to commercials, ODP has produced a few short public service announcements as well. In 2017, their video "Choice," encouraging women to be empowered and embrace an independent spirit, received 10 million hits and amassed an enormous comment thread. Last year, their short video "One Take" focused on the topic of social delinquency.

"We are facing a lot of tension and challenges all the time," said Fu. "It's not an easy task; we are just passionate. And brave."

Related

Go to Forum >>0 Comment(s)