While smartphone cameras are generally serviceable for a snapshot or a selfie, until recently their quality was diluted by also serving as a phone, computer, and a handful of other handheld compatible devices.
But what if that mediocre camera could be augmented to be high level—even professional—quality? How many amazing missed moments could users catch if they had that capability, literally in their pocket? That's the challenge Fellowes, ExoLens’ parent company, gave itself and enlisted Boombang to help them develop their marketing and product extension strategy for a high-quality DSLR lens for smartphone photography.
Together, Fellowes and Boombang, in collaboration with highly regarded Zeiss lenses, developed the innovative line of EXO Lenses, which were quickly met with overwhelmingly positive feedback and effectively helped lead the augmented mobile camera market.
The dynamic new line of Fellowes lenses included the EXO Family of products like EXO Now, Play, Go, Pro, and Plus. This suite of modular, technologically advanced, professional-grade attachable lenses was a game-changer for the amateur photography industry. Now, novice users could capture extraordinary everyday moments, and pro users could take their game to the next level. Best of all no longer did photography enthusiasts have to lug around two devices to get the quality they were after.
For the EXO line of lenses, Boombang had one foot in the branding and strategy and another in the design. We created the “Beyond the Frame” campaign to convey how the EXO line is so much more than just a better phone camera lens. Rather, it’s a powerful tool that allows users to broaden the scope and quality of images they can quickly and easily capture, allowing them to experience the beauty of the world in new and exciting ways.
EXO’s release was accompanied by the #SEEMORE campaign and invited mobile photographers around the world to share their unique experiences and the beauty of the world around them.