NO. 07 / 11 — LIVESCALE

ART DIRECTION / PAID SOCIAL 2020

LIVESCALE.

Live shopping sold to four different rooms — one template, run four times.

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Livescale is a Montréal startup doing live video shopping. The platform sells to four rooms that have nothing in common — influencers, e-commerce operators, event organisers and brands — so the campaign runs one template four times. The headline changes, the footage changes, the audience changes. The wedge, the proof points and the trial offer never move.

CLIENT
Livescale — Montréal
YEAR
2020
ROLE
Art direction, design, compositing
SCOPE
Paid social — four audience segments
DELIVERABLES
SOCIAL ADS — 4:5 FEED + STORIES
(THE DEVICE)

The subject never stays inside the phone. An arm, a shoe, a raised hand crosses the bezel — so the screen reads as a window onto the sale, not a screenshot pasted on top.

(01 — THE SET) FOUR AUDIENCES, ONE ARCHITECTURE
Ad for influencers — from influencer to entrepreneur, a photographer shooting on an escalator, arm crossing out of the phone.
INFLUENCERS
Ad for e-commerce — sell products in two clicks, a model's arms reaching through the phone toward floating headphones.
E-COMMERCE
Ad for events — live stream everything, hands raised in a crowd continuing past the phone edge.
EVENTS + TICKETING
Ad for brands — bring your brand to live shopping, a crouching photographer whose sneaker becomes the product on the phone.
BRANDS
(THE CONSTANT)

A white wedge cuts the same diagonal through every frame, carrying the platform's two numbers and the free trial. Change everything above it; never change it.

(02 — IN FEED) WHERE THEY ACTUALLY RAN
The four ads running in the Livescale Instagram feed across four phones.
(03 — CREDITS)
ART DIRECTION / DESIGN / COMPOSITING
Alex Coanda
BRAND
Livescale — identity and platform theirs