Antwerp Design Week: Design in motion
31 videos, one visual style. An ode to creativity, innovation and design.
Antwerp Design Week (ADW) has developed into the platform where Belgian designers can present their unique concepts and creations. With a mix of elegant showrooms, bold experiments and innovative designs, the event brings together design enthusiasts and professionals.
To really bring the partners and their stories to life, ADW partnered with Upthrust and Fuss. Fuss was the link between organic content and paid advertising, ensuring that a uniform and recognisable campaign image was created.
Fuss's contribution? Producing engaging, high-quality video content that captures the essence of each design concept – while reinforcing ADW's brand identity.
Fase 1
Concept & creation
To showcase the diversity of ADW in a coherent and impactful way, we developed a strategic content concept.
🎯 Goal:
🎬 How it worked:
- Giving each participating design concept a platform.
- One consistent visual style that reinforces the Antwerp Design Week brand.
- Create short, powerful videos that are perfectly suited for use on owned media, social media and paid media.
- We developed a creative storytelling formula and, with it, a recognisable style for ADW.
- Together, we came up with flexible formats that suited various showroom styles.
“By working with a well-thought-out video strategy, we were able to create a strong, uniform visual experience without losing the individuality of each participant.”
– Dorien Ruymbeke, Creative Director, Fuss
Fase 2
Production & filming
With a clear concept in mind, we proceeded to production. In a short period of time, we produced 31 dynamic videos, each in a uniform format, but with room for the individuality of each showroom concept.
📸 What we created:
- 31 powerful videos – recognisable in style, unique in content.
- Visual storytelling – each design story was portrayed in a creative way. Interviews provided a unique touch from each manager in combination with their showroom and products.
- Smooth production planning – efficient shooting days were organised by our own staff in order to deliver a lot of content in a short period of time while guaranteeing quality.
- Multi-purpose content – Fuss provided content that was suitable for social media, web and marketing campaigns. Together with Upthrust, we created a campaign that was clearly recognisable across different channels.
- Why this approach?
This approach minimised the pressure on companies and managers to showcase their brand, product and business. In addition, a standardised format was developed that, in combination with high-quality content, was multi-purpose. This enabled the launch of a strong awareness campaign at short notice, in which all partners could also be showcased.
Fase 3
Distribution & impact
After production, we worked with Upthrust to ensure that the videos were used strategically to generate maximum visibility.
📈 How the content was used:
- We leveraged social media to generate awareness and attention for both ADW and the individual participating companies.
- The content was reworked so that it could be used not only on social media but also on the companies' own websites and on various event pages. The unique content ensured strong representation of the various companies and the ADW event.
- A coherent and recognisable campaign for the entire event.
💡 The result?
- Strong visual positioning of Antwerp Design Week as the platform for design and innovation in Antwerp and Flanders as an extension.
- Optimal engagement and reach on social media thanks to dynamic, shareable and unique content.
- A permanent visual content database that can be used for future editions.