Unicum 2026 Image Campaign: A World Built Around Connection
During the development of the campaign, a 360 degree activation mindset was kept in focus throughout the creative process, from the first idea through to execution. The aim was to build a coherent world where every element works together to express the same core idea: connection between people, generations, and shared experiences.
Instead of treating the film as a standalone piece, the project became a connected creative ecosystem where film, design, copy, and social content all live within the same world. Every touchpoint was designed to extend the idea in its own format while still feeling part of one unified story.
The Idea: Connection as a Creative Backbone
People today don’t really connect to single messages anymore, they connect to worlds, moods, and ongoing stories. Based on this, a flexible creative system was built where connection is not just a theme, but the backbone of everything. It shapes how the story unfolds, how it looks, and how it appears across different platforms.
Hero Film: A Surreal Story of Encounter
In collaboration with director Attila Damokos, the film follows an unexpected meeting between a young man and his future father in law. What starts as a simple, everyday situation gradually turns into a surreal shared journey, triggered by a symbolic moment that bends reality.
A central teleport concept connects different worlds and situations, taking the characters through visually rich, unexpected environments where their connection deepens frame by frame.
The atmosphere is completed by an original track, “Leave the World Behind”, composed by Gergő Szakács.
Design System
Alongside the film, a full design system was created to translate the campaign’s visual world into a flexible identity.
The key visual language appears across print, digital, and in store displays, maintaining a consistent look while allowing different adaptations depending on the format and context.
Campaign Language
The verbal world was developed closely together with the visual system, shaping a tone that is clear, human, and easy to relate to. The campaign name, headlines, and copy system work together to stay simple and emotionally focused, always reinforcing the idea of connection.
Social Media Extension
On social platforms, the campaign was adapted into native formats made specifically for digital use. These standalone pieces were designed to fit each platform and feel natural within the way people use them.
Several making-of and behind-the-scenes videos were also created to show how the campaign came together and what it’s like to work on a production of this scale. These helped make the process more transparent, brought audiences closer to the craft behind the film, and highlighted experience as one of the key elements of the campaign.
Behind the Scenes: Craft, Scale and Production
The shoot was a large scale production, running over 3 days with a 110 person crew across departments.
The production combined a hybrid toolkit: practical filmmaking, CGI, VFX, AI based solutions, LED wall technology, and analog techniques. Large format cameras and anamorphic lenses were used to achieve a cinematic, textured look where every tool serves the storytelling. Fun fact: the physical set played an important role in building the world, including the use of 10,000 kg of sand to create immersive environments.
A Connected Creative World
From concept through production, design, copy, and social execution, the campaign was built as one connected system.
Everything comes together to express a single idea: connection is not just communicated – it is something you step into, feel, and experience across moments, formats, and people, all through the world of Unicum.
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