Alcatel-Lucent

Rethinking Innovation

‘The Fifth Generation’ is an international brand campaign I created in collaboration with Lonelyleap for Alcatel-Lucent’s world changing 5G technology.

 

Consisting of filmmaking, design, copywriting and studio photography, the ‘Fifth Generation’ is based on the idea of humanising the internet; gradually moving away from the cold term of ‘5G’ and renaming it ‘The Fifth Generation.

For 18 months I was the Creative Lead on the campaign. Partnering with producers, photographers, art directors, graphic designers and copywriters to create something memorable, vibrant and historic.

During the course of the campaign, ‘We are the Fifth Generation’ became more widely adopted, implemented across social media channels, within new technology launches and across almost all marketing collateral.

In 2015 Alcatel-Lucent was acquired by Nokia and our ‘Fifth Generation’ campaign was sadly discontinued.

Studio
Lonelyleap NYC

Client
Alcatel Lucent

Camera
RED Epic + Canon 5DMKIII

 

DP
Chris Ungcro + Stephen Roe

Sound
Nate Vidal

Music
Origami Biro