Premiering the world's first 4K60 webcam
CLIENT: ELGATO, 2022
AGENCY: SMAL
ROLE: CREATIVE DIRECTOR, CONCEPT + ART DIRECTION, VISUAL DESIGN + UI/UX
AWARDS: *Currently in competition - awards 2023*
THE STORY
Introducing Facecam Pro: Tailored for advanced creators to shape their singularity.
A unique launch for the first-of-its-kind camera.
In collaboration with our long-time friends at Elgato, over the course of 4 months I led an incredible team of creatives at SMAL to complete the challenge of conceptualizing and producing a loud launch for the world´s first 4K60 webcam.
This was a massive undertaking that got largely relayed on tech channels and social media while the camera got sold-out in few hours. This launch helped to drive further the brand value in terms of innovation and high quality.
Breaking the codes: A bold and transparent communication angle
Facecam Pro is the first camera of its kind - its launch had to scream for its uniqueness.
Who never had a negative experience with a webcam before? With the Facecam Pro announcement, Elgato aimed to break the stereotypes - webcam can finally rhyme with amazing.
Following a principle of honest user-centric messaging and true-to-life imagery, the visual design of the webpage results from a bold, functional yet premium approach that celebrates authenticity and uniqueness.
“Seeing is believing” is the statement developed across the webpage. "No marketing shenanigans here", the page and video trailer exclusively feature assets “Shot with Facecam Pro”, interlacing with precise product visualisation that demystifies the on-board technology and software innovation.
The page and the trailer are extracting the essence of Facecam Pro’s unique greatness, resulting in an exciting yet approachable digital vitrine for Elgato’s first-of-its-kind new camera.
Seeing is believing
Low light situation, intense colored artificial lighting, focus-shifting, high contrast or fast moving scenes; the trailer and imagery are built to demonstrate Facecam Pro’s superiority under severe strain.
By showcasing scenes where other webcams are known to fail, the intention is to immerse the audience into outstanding footage that viewers can instantly relate to. No complex geek speak here, the messaging deliberately avoids heavy technical jargon to remain simple and approachable.
From a bold design to a loud launch
Despite a clean and distinct look, the product has taken place in a catchy and fresh visual communication and web design, which places it directly as a flagship product of the brand as well as in the market of streamers' products. I have been very proud to support Elgato from the ideation to the final launch, through the webpage design, visual assets, and marketing materials.
The launch of Facecam Pro has received many positive reactions from the Elgato community, which also brought more engagement on subsequent posts while getting sold out in few hours.
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