MAGNUS175 Product Reveal Campaign
Known for a single design line, Smith + Rune needed to introduce a new aesthetic direction, evolving from "bespoke luxury" to a supercar-inspired line, without alienating fans. I led a high-anticipation reveal that bridged the existing brand language to the new.
The Challenge
Brand expansion beyond a beloved flagship line needed careful signaling.
Global community; market is saturated and hype-driven.
Timing around a physical convention to maximize curiosity, hype, and reveal impact.
The Approach
Staged a "trickle reveal": abstract detail teasers to spark speculation, culminating in a cinematic and physical prototype unveil timed to the convention, then mirrored on social. The creative vocabulary borrowed cues from luxury car reveals to establish the new design lineage.
Process
Strategic reveal sequencing development
Teaser content creation and scheduling
Cinematic reveal film production
Convention timing coordination
Social media campaign execution
Community engagement monitoring
Visual Showcase
Results & Insights
Teaser stills focusing on angles/materials, no full product disclosure
Cinematic reveal film premiered at the 2022 CannonKeys Keyboard Meetup event, then published across social channels: Instagram and Discord
Most social interaction of any prior product release
+50% email open rate; +1.5k follower lift during campaign
Tease-then-reveal sequencing works; increase motion assets
Explore AI for fast teaser variant generation