All Work
Product Launch — Creative Direction
Logitech G435
Launching a lightweight headset to a generation that hates being sold to.
Client
Logitech G
Role
Creative Direction
Year
2022
01 — Challenge
Break into a crowded gaming-gear market on launch day.
The G435 was lighter and greener than its rivals, but spec sheets don’t move a skeptical young audience.
02 — Insight
Comfort is the feature nobody markets — and everybody feels.
Marathon players don’t remember specs; they remember what didn’t hurt after six hours. Lightness was an emotional promise.
Sell the feeling of forgetting the product is there.
03 — Approach
Prove the product by making people forget it.
We built a launch around long-session play with creators, letting the headset’s comfort reveal itself through hours of real use rather than claims.
04 — The Work
A launch built on hours, not seconds.
Creator-led long-form sessions, a bold product film, and social proof engineered around all-day comfort.
Results — Box Score
41M
Launch Reach
2.8x
Sales vs Forecast
63%
Positive Sentiment
24
Creator Streams
#1
Category Launch Week
RECOGNITION