PRODUCT LAUNCHES

Inspired by the idea of a “red carpet” arrival, this integrated launch campaign transformed a traditional direct mail package into a theatrical brand experience. Premium packaging, augmented reality, digital content, and supporting print advertising worked together to introduce a new resin technology in a more engaging and memorable way. As part of the creative team, I helped shape the visual direction, experiential concepts, and supporting campaign elements while coordinating with vendors to bring the final experience to life. The inside stage graphic triggered an augmented reality experience, with additional content delivered through flash-drive cards, follow-up emails, and supporting print placements.

DIRECT MAIL W/ AUGMENTED REALITY

Direct mail elements: Matte box and sleeve with spot varnish | "Red carpet" instructions to download AR viewing app | A mini brochure giving the audience "all access" to this new innovation | A flash card "ticket" to digital content including the AR video as backup.

Early concept sketches: Rough ideation drawings exploring the experiential direction of the Innate launch campaign, including the “red carpet” arrival theme, branded touchpoints, theatrical presentation elements, and early augmented reality storytelling concepts.

PRODUCT LAUNCH USING DM & AR

After downloading the AR app, recipients were instructed to point their phones at the stage image on the inside of the box lid.

PRINT ADVERTISING CAMPAIGN

OTHER AD CONCEPTS

Direct mail elements: Matte box and sleeve with spot varnish | "Red carpet" instructions to download AR viewing app | A mini brochure giving the audience "all access" to this new innovation | A flash card "ticket" to digital content including the AR video as backup.

Early concept sketches: Rough ideation drawings exploring the experiential direction of the Innate launch campaign, including the “red carpet” arrival theme, branded touchpoints, theatrical presentation elements, and early augmented reality storytelling concepts.

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