I helped introduced the new Lumix G mirrorless camera to Malaysia by naming and embracing a new type of picture-lover: the Photonista. As a freelance CD, I pitched from NYC and then went to Malaysia to produce two spots as part of an integrated campaign.
Ultimately, Panasonic Malaysia made "For Every Photonista" the new tagline for the Lumix brand and awarded Dentsu Utama the remainder of the camera business without any further reviews.
Here are the two integrated campaign presentations including the final spot for each. Both :30's aired in Malaysia with filming in Kuala Lumpur and Tokyo, respectively.