MINISO at Unicenter
For MINISO's arrival at Unicenter we made a two-phase campaign for a vertical LED screen: teaser and opening. One idea, two retail moments and a video system designed specifically for that screen.
Highlight
Teaser and opening on the same LED screen
Client
MINISO
Year
2026
Country
Argentina
Services
Art direction, AI video production, motion graphics and LED mastering
Category
Client type
Credits
Art direction, AI production, characters, motion graphics and LED mastering. For MINISO.
The challenge
MINISO needed to support its arrival at Unicenter from within the shopping center's own physical space. The screen was extremely vertical, had no sound and could be seen from different levels. On top of that, the message had to switch quickly from Coming soon to Now open.
The idea
We planned a campaign in two moments. First we built anticipation with a gradual reveal of the brand identity and the characters. After the opening, we kept the same visual world and changed the hierarchy to communicate that the store was now open.
The production
At FeedGuru we think of creativity and production as an adaptable system. Art direction, AI, characters, motion graphics, typography and LED mastering were planned from the start so that the change of phase didn't require rebuilding the whole campaign.
The result
The screen worked as a touchpoint before and after the opening. The project shows how one studio can carry different retail stages and adapt the content to a specific screen without losing consistency.
