As marketers navigate the COVID-19 pandemic, they have been forced to deliver content at greater speed, lower cost, and without the usual luxurious production values.
Susie Walker, head of awards at Cannes Lions (a sister company of WARC), argued this scrappy material can frequently be described with the term “lo-fi” – shorthand for “low-fidelity” – as it embraces an “under-designed aesthetic that purposely rejects the stylized and consciously high-spec content that we're used to seeing on big screens.”
This approach has grown in popularity thanks to social distancing and work-from-home provisions. But, Walker explained, it was already “tipped to gain...