Mallika Joshi
Art Director & Creative Strategist

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OPPO K-Series / Campaign deck preview
Creative strategy / OPPO

Selling time,
not specs.

The K-Series is bought online, where every phone at its price lists a big battery and fast charging. With the team at White Label, I shaped the pitch’s story and art directed its key visuals, turning the spec sheet into one promise: more time to live.

Client / Studio
OPPO K-SeriesWhite Label
Role
Art direction · Key visuals · Creative strategy · Deck narrative
Year
2023
Tools
Google Slides · Illustrator · Photoshop

01 / The brief

Make a value phone
stand for more than its specs.

In OPPO’s range, Find leads on innovation and Reno on camera. The K-Series is the online-first line, sold mainly on Flipkart and built on stamina. Its buyers compare listings and unboxings before they buy, and every phone at its price claims the same specs. The campaign had to give those specs a meaning.

The KVs are representational, and film slides use reference images. The phone was later updated with AI to show the OPPO K12x 5G.

02 / The idea

Work-life balance,
flipped.

Nobody has enough time for everything they want to do. Flip work-life balance into life-work balance and the phone’s job changes: it gives you time back for living. “More time to…” is a blank anyone can fill, so every feature gets its own line.

  1. More time to play

    5100mAh battery and 45W SUPERVOOC. Less time recharging.

  2. More time to experiment

    RAM and storage for multitasking. Less time bored.

  3. More time to grow

    All-round armour. Less time worrying.

  4. More time to connect

    AI LinkBoost and a bright display. Less time going solo.

From

  • Specs on a listing
  • A spike on launch day
  • Ten identical unboxings
  • Buyers as customers

To

  • What the specs give back
  • A conversation before the reveal
  • One shared unboxing
  • Buyers as the next piece of content
Campaign platform slide: More time to, over a city skyline
Original deck artwork / The platform

03 / The rollout

Four beats,
from first scroll to first sale.

The deck follows the buyer’s journey online, so each beat hands people on to the next.

  1. 01

    Pre-heat

    A celebrity teaser asks what to do with more time. Creators reply.

    Launch −5 days
  2. 02

    Launch

    Films on OPPO and celebrity pages. Lifestyle KVs on OPPO handles.

    Launch day
  3. 03

    First sale

    One shared unboxing on partner and OPPO pages. Feature KVs continue.

    Launch +4 days
  4. 04

    Sustenance

    The unboxing speedrun and creator stories keep it going.

    Launch +10 days

04 / The films

Start close.
Pull out to the moment.

Three 20-second films, two features each. A celebrity route opens with “I’m always having the time of my life.” A Gen Z route asks, “Time flies when you’re having fun. What if it didn’t?”

Film storyboard connecting battery and SUPERVOOC charging to more time to playBattery and charging

More time to play

Dancing under neon lights while everyone else sits out, charging.

View slide
Film storyboard connecting multitasking to cooking and experimentationRAM and storage

More time to experiment

Cooking two recipes at once, from several screens on one phone.

View slide

05 / Product key visuals

Two ways
to put the phone first.

I made two directions so the client could choose how the product should feel.

Light-toned proposed product KV with a woman framed within an oversized phoneDirection one

Playful and open

A person framed inside the phone, as if it opens a door to something new.

View slide
Proposed product KV with a luminous phone in a futuristic landscapeDirection two

Future-facing

The phone at the centre of a new world, with scale and light for speed.

View slide

06 / Lifestyle key visuals

The phone
in the moment it makes.

Every lifestyle visual carries the same “More time to…” headline, so one system covers any feature, with or without a celebrity.

Proposed OPPO K-Series key visual: More time to play, with an OPPO K12x 5G in a beach scene
Everyday route / Perspective pushes the phone into the action · Proposed
Circular OPPO KV connecting brand, product and a person exploring a cityEveryday route

The circular grid

The big picture and the product in one frame.

View slide
Type-led K-Series KV showing a woman holding a phone, with More time to shareCelebrity route

Bold and type-led

Scale and a clear headline, with the star and the phone stepping out.

View slide
Open, light K-Series KV showing a woman making a call beneath a blue skyCelebrity route

Candid and light

Everyday moments, quietly made easier by the phone.

View slide

07 / Ways to take part

Spend less time
on what everyone repeats.

Each idea gives the audience a role, and saves them a little time.

Before launch

The question

A shoot wraps early and the star asks fans what to do with the spare hours. Food, fitness and travel creators reply.

“What would you do if you suddenly had more time?”
View slide
First sale

One shared unboxing

Every unboxing shows the same box. So three tech creators unbox together and post the same video.

View slide
After the sale

The speedrun

Buyers post the fastest unboxing that still tells you something. Winners every week of the sale.

View slide
Spend less time evaluating the phone, and get more time to live without limits.
The line the deck uses to tie participation back to the platform.

The complete proposal

More time to…
live without limits.

The full campaign deck, from platform to rollout.

View the campaign deck

Original proposal artwork