Overview:
Casio was introducing a new camera targeting the selfie crowd. What made this camera stand out amongst other cameras and smartphones was the innovative form factor and a set of advanced filters. Because the features were unique, they needed help showing how it could be used.

My Role: Copywriting, Creative Direction, Campaign Strategy, Stakeholder Management

 What I did:

• First, I developed a campaign theme that hit on the camera’s form factor and highlighted the user experience, Express Your Perspective. 

• I worked with our designers to create a campaign that showed the camera in situ and featured the client-requested HDR-Art filter.

• We had to navigate several last-minute client requests, including coming up with a Times Square 11-panel billboard over a weekend, a CES monorail station takeover, and a Best Buy partnership.

How it went:

• The launch event was a big success, and the camera enjoyed several high-profile endorsements from Nicki Minaj and The Roots.

•  The Casio TRYX won a Best of CES award for design.

•  The demand for the camera was high, but supply issues in Japan hindered its success.