MINISO at Unicenter
To launch MINISO at Unicenter, we created a two-phase campaign for a vertical LED screen: teaser and launch. One powerful concept, two key retail moments, and a custom audiovisual system built specifically for the format.
Client
MINISO Argentina
Year
2026
Services
Art direction, AI video production, motion graphics, and LED mastering
Category
Screens & DOOH
The Challenge
To launch its new store at Unicenter, MINISO needed to make a massive impact right inside the mall. The challenge? A highly vertical LED screen with no audio, visible from multiple floors. On top of that, the messaging had to shift instantly from "Coming Soon" to "Now Open."
The Idea
We designed a two-phase campaign. First, we built anticipation by progressively teasing the brand’s identity and iconic characters. Once the doors opened, we kept the same visual universe but shifted the hierarchy to drive immediate store visits.
The Production
At FeedGuru, we treat creativity and production as an adaptable ecosystem. By integrating art direction, AI, character design, motion graphics, and LED optimization from day one, we ensured a seamless transition between phases without rebuilding the campaign from scratch.
The Result
The screen became a powerful, continuous touchpoint throughout the launch. The project proves how a single partner can drive different commercial phases, tailoring content to complex formats while maintaining absolute brand consistency.
