When You Tap Deliver, The Giant Moves.

Yaser Siksik
Jun 9
3 min read

Updated: Jun 16

A massive, 60-foot-tall Lazada delivery rider hands a small Lazada package to a tiny customer in a surreal Philippine landscape—rooftops, cliffs, rice fields—showing the emotional power of delivery done with giant care.

THE BRIEF

In a region where e-commerce is booming, “delivery” has become an everyday expectation. But expectations are not love. They’re not loyalty. Every online platform can promise shipping. The real win? Turning delivery into an emotional experience.

Lazada came to us with one core truth:

Our riders show up. Even in the rain. Even in the rice fields. Even on the roof of a tower at midnight.

So we asked: What if we could make people feel that?

Not just see it. Not just read it. But feel it, like a moment from a dream — except it’s real, and it’s Lazada.

THE INSIGHT

In Southeast Asia, there are delivery challenges that most of the world doesn’t even imagine:

Cliffside houses without road access.
Tiny villages with no mapped address.
Flash rains that soak motorbikes and cancel everyone — except us.
Customers working late shifts on rooftops, in boats, inside huts, or on islands.

And yet… the package still arrives.

This isn’t just logistics. It’s devotion.

People don’t want robots. They want commitment.

And commitment — here — means giant care.

THE CREATIVE STRATEGY

We stopped thinking like a brand.

We started thinking like a mythmaker.

What would the delivery rider look like if he embodied not just scale — but soul?

What if your next Lazada order wasn’t just arriving…

What if it felt like the mountains moved to make it happen?

That’s where the idea of “The Giant” was born.

THE EXECUTION

We created a full CGI-powered visual campaign with hyper-realistic, award-level art direction and storytelling. Each visual was crafted as a single-frame epic — a moment frozen in time between giant care and human need.

Key scenes included:

A giantl rider kneeling in the mud of a rice field, handing a box to a farmer under a banana leaf.
A giant hand offering a Lazada box to a rooftop diner in BGC, glowing in the city night.
A giant blue-jacketed figure scaling a mountain trail to reach a solitary house clinging to a cliff edge.
A giant Lazada rider at sea level, handing a package to a fisherman in the storm — still smiling.

And more...

Every detail was obsessed over:

Lighting matched real Philippine weather systems.
Character designs varied in age, size, and expression to show human diversity.
No faces for customers, only back views — letting everyone imagine themselves as the one being served.
No AI shortcutting. We wrote story-based prompts, refined each composition with professional art direction logic, and guided every scene like it was a film.

THE OUTDOOR MEDIA STRATEGY

This campaign lives where Lazada lives: on the road.

We used large-format cutout billboards, building wraps, and out-of-home placements that broke perspective and literally interrupted the skyline. Giant Lazada riders stepped out of the frame, their heads extending over the top edge.

THE OUTCOME

We didn’t just increase visibility. We created cultural talk value.

+26% increase in brand emotional recall in outdoor test markets.
+42% in earned media conversations, all organic.

But the biggest win?

A customer in Bukidnon commented:

“I don’t know who made this, but I felt seen. My house is in the middle of nowhere, and I always wondered how they manage to find me. Now I get it. They move like giants.”