Redefining a brand two decades in the making for new audiences of GoPro
Project Summary
In early 2023 GoPro initiated an internal call-to-action to strategists and creatives to begin ideating the next evolution of the GoPro brand. Our objective was to attract and inspire new and existing audiences with a refreshed idea of what the GoPro brand represents and the value of our products beyond the world of action sports. This evergreen brand campaign needed to feel highly relevant to broad audiences, exciting and engaging across our global marketing channels. And ultimately build enough brand interest to convert to sales.
Along with other creative leaders in Studio (the collection of internal creative teams at GoPro), I pitched campaign ideas, worked within a cross-functional team to develop those ideas into cross-channel marketing concepts, and brought those concepts to leadership for approval.
Once the campaign was signed off, it became my job as the Creative Director of Advertising to translate that campaign concept into actionable direction for my team, overseeing the development and execution of our full-funnel global advertising across various ad platforms and creative mediums.
My Role
Creative Director, Advertising
Services
Art Direction, Brand Strategy, Creative Direction, Campaign Development
Timeline
2023–2024
In Collaboration WIth
Brand, Media & Photography Teams, Studio Creative Leads. Performance Marketing, Studio Leadership, Company Leadership
Making Fun More Fun
“GoPro makes fun more fun.”
This ^ was our original creative brief prompt and truthfully I wish this had become our brand campaign tagline. To “make fun more fun” felt expansive, exciting, and purposeful. It gave us room to breath as a company. Alas, as all creatives have experienced, that was not the final direction we moved in. But → fun did stick.
The Official Camera of Fun
2024 Q1 Broad Audience
In It For the Long Haul
The Official Camera of Fun brand campaign was unique for us at GoPro because of the expressed commitment from leadership to continue investing not just in brand awareness advertising, but this specific campaign. Our marketing had traditionally been oriented around product release cycles which meant a campaign would last between a few months to a year.
Being able to continue investing time and dollars into this brand campaign gave us the unique opportunity to create more audience specific content, explore creative options with music, messaging and imagery, and invest in consumer insights and market testing in ways we had not been able to do before.
2023 Q3 Broad Audience
2024 Q2 Youth audience
2024 Q4 Snow audience w/ tie in to our release of the new entry-level hero camera
A Footnote on Creative Performance
In 2024 we allocated 61% of the total paid ad budget to brand awareness initiatives, delivering a positive ROI of $1.25, effectively balancing performance-driven results with long-term brand growth.
We focused most of this spend on video-based advertising, largely at top of the ad funnel. This strategy was developed in partnership with our Performance Marketing team who managed our brand studies, creative testing, consumer insights testing and our media plan development.
Through consumer insights testing, over the course of the year and a half we were running OCoF ads we saw an average 5–10% increase across all audience segmentations in brand relevance, showing they saw more ways to have fun with GoPro, and that more people are a part of that fun.
Ad Team and Creative Collaborator credits
Ellie Roseveare, Project Manager | Melanie Arzouman, Producer | Ryan Truettner, Senior Video Editor | Bellet Sarhad, Video Editor | Zach DeVincent, Senior Copy Writer | Skylar Smith, GFX | Gerry Pirritano, Art Director | Josh Sanders, Graphic Designer
Andy Shiels, Creative Director, Brand | Michael Manny, Senior Creative Director | Brian Town, Creative Director, Media | Jensen Granger, Creative Director, Photography