Category:
Content
Client:
Undone
Duration:
1 month
Riding the coat-tail of a successful product launch, Basecamp Cali Green offered a new colour way and 3D diamond dial texture. As Product Marketing Lead for this project, I hoped to create an emotional connection through the abstraction of these key product features.
(IMPACT)
The avant-garde narrative and content helped gain strong organic viewership and engagement across all channels. Basecamp Cali Green quickly became a top 5 SKU and helped provide a strong foundation for the Basecamp 420 – an April Fool's campaign turned successful product SKU.
(VISION & INNOVATION)
With the initial product successfully marketed through a gritty, raw, urban exploration narrative, I led our customers through a tongue-in-cheek nod to Yūgen*, juxtaposition, and biomimetic design.
Macro imagery of the diamond dial texture married with imagery of green snake scales, woven around B-roll content of the rainforest and various exotic creatures. Paired together with a lively audio track that befit the wilderness imagery.
Credits to CJ - Editor.
*Yūgen – is an important concept in traditional Japanese aesthetics roughly translating to a not obvious, subtly profound grace.
(CHALLENGES)
Some internal stakeholders raised concern on whether the content and narrative was too 'edgy' or 'abstract'. Though after a strong positive internal screening, we were given the green light to publish across all channels.
(PROBLEMS)
