GRÉGOIRE proudly unveils the launch campaign for VELANTE’s new iPhone 16 cases, a deeply emotional narrative exploring themes of growth and self-discovery, designed to resonate with Generation Z. This campaign speaks directly to a generation in the midst of defining themselves, navigating an ever-evolving digital landscape, and seeking meaning in authentic stories that reflect their own experiences.
The Campaign Concept: A Coming-of-Age Story for Gen Z
The central theme of the campaign is the transition from childhood to adolescence, capturing the unique desires and fears of this phase. Growing up in a hyper-connected digital era, Gen Z is constantly searching for authenticity and individuality. The campaign reflects this journey, moving from the innocence of childhood to a future full of challenges and opportunities.
At the heart of the campaign is a 16-year-old girl, a symbolic age representing growth and self-discovery. Her style blends childlike elements with mature accents, embodying the delicate balance between youth and adulthood—a struggle deeply felt by Gen Z.
The campaign’s key emotion is the fear of growing up, coupled with curiosity about the future. Gen Z is known for wanting to carve their own path while also feeling uncertain about the changes ahead.
Visual Storytelling: A Cinematic Approach
The campaign unfolds through cinematic visuals that capture the subtle emotions of adolescence:
- Main Scene: The girl sits at a table in a dimly lit atmosphere, reflecting on uncertainty and transformation. Her thoughtful yet terrified expression embodies the doubts and questions that come with growing up.
- The Apple Symbolism: In a pivotal moment, she takes a bite of an apple and leaves it on the table. This symbol carries dual meaning - representing both childhood innocence and the complexity of adulthood. It’s also a subtle nod to Apple, bridging the symbolism of choice and self-discovery with the technology at the heart of the campaign - the iPhone 16 cases.
- Product Focus: The final frame zooms in on her iPhone, protected by a VELANTE case. A farewell message displayed on the screen signifies an emotional turning point, mirroring the experience of choosing a case that reflects one’s style, personality, and evolution.
Launch Strategy & Activation
To build anticipation, GRÉGOIRE released a series of teaser posts on Instagram in the two days leading up to the campaign launch, leveraging visual storytelling and immersive brand experiences.
The final campaign video debuted simultaneously with the iPhone 16 cases, supported by a series of AI-generated images inspired by the campaign’s key scenes. These visuals were used to deepen the narrative and provide captivating social media content.
With this campaign, VELANTE positions itself not just as a premium phone case brand, but as a partner in the journey of young people toward self-expression and personal growth.
