creative direction + strategy
Tile
How to take a tech start up in a mostly unknown category from a company focused on hardware promotion and begin to turn it into something larger starts with defining the positioning of all Tile’s products, from hardware to services.
This was the goal of the new product launch campaign in 2019 as well as other promotional campaigns and product education programs across all channels.
new product launch 2019
For the new hardware launch in October of 2019, I led the development of product positioning, with the goal of clear differentiation to help consumers understand what product is right for their needs. Once this was developed, we created a persona based campaign to bring the story of these solutions to life with compelling videos, stills, and copy across all channels that not only focus on “Tiles on things” but “Life in motion” — what the functional value of not just Tile’s hardware but it’s array of services can bring to the rest of our consumers lives.
Led product positioning, creative strategy and campaign guidelines. Led direction for photo and video shoots, editing multiple video series and executing marketing materials across all channels.
Photo + video: Gary Copeland / Copy: Amy Moon / Art Direction: Dennis Pettigrew / Packaging: Melisa Agata / Post production + 3D animation: Animal Vfx, Whipsaw, Cole Sullivan
Various evergreen and campaign videos for product education programs in multiple channels.
