MSI: Creative by Design
MSI built a laptop for creators, and I launched it on Times Square digital boards, cut into 60, 30, 15, and 6-second ads. Three weeks from initial call to finished production.
creative direction, Campaign Development A new kind of laptop, launched to the loudest block in America.
MSI built a laptop specifically for creators. I launched it on Times Square digital boards and the surrounding bus stations, Oct through Nov '22, cut into 10 and 15 second ads and distributed on the Art of Visuals Instagram and podcast.
The challenge: competing for attention in an environment as crowded as Times Square while still showing real product features, for three target demographics with very different goals and use-cases.
The solve: eye-catching motion graphics that grab attention fast, and three different creative careers highlighted in the film, maximizing the output and the placement options. Concept to launch in three weeks.
The same film, cut for wherever it ran. Up top: the Times Square boards, a 1928×558 sliver you have to design for on purpose. Below: the standard cuts that carried it to the AOV feed.
"Three demographics, one machine, three weeks. The format did the targeting so the film could do the selling."
The campaign in one line
