Directing the creative execution of two brand-defining product launch campaigns for GoPro

Project Summary

In the Fall of 2024 GoPro released two new cameras, the latest flagship camera with more professional grade features than ever before, and a brand new user-and-wallet-friendly camera for our everyday enthusiasts.

These cameras were originally intended to release in different seasons, but as we all know, plans change. With a new demand to support both cameras simultaneously, myself along with a few other creative leads comprising a cross-functional Campaign team set out to develop compelling marketing campaigns for each camera that authentically spoke to their intended audiences, while fitting together as a part of a larger brand story.

Once the campaigns were approved, it was my responsibility to develop the creative direction for advertising, ultimately determining how these product stories were communicated through video and static mediums across the marketing funnel to new and familiar audiences.

My Role

Creative Director, Advertising

Services

Art Direction, Creative Direction, Creative Strategy, Campaign Development

Timeline

2024

In Collaboration With

Brand, Media & Photography Teams, Studio Creative Leads, Performance Marketing, Studio Leadership, Company Leadership

HERO13 Black

2024 Q4 HERO13 Black campaign launch video

A Professional’s Camera

Our latest in a long line of flagship cameras, the HERO13 Black provided notable improvements over its predecessors to better address the needs of our most self sufficient audiences. We introduced the most comprehensive professional camera kit in our history while keeping the product DNA that makes GoPro the most durable, action-proof camera on the market.

This campaign spoke to new and existing customers across the marketing funnel, targeting creative professionals and professionals-in-the-making including content creators, filmmakers, and athletes.

The group of us working on the Campaign team hoped to focus our campaign messaging and visual storytelling around the adaptability and creative ownership the new camera + kit provided our customers. A “camera as versatile as you” kind of a thing. The approved campaign messaging ultimately focused instead of the new lenses without, imo, the [insert reason why you should care] we believed would be most impactful.

2024 Q4 HERO13 Black Creators Audience

HERO

2024 Q4 HERO campaign launch video

An “Every Person” Camera

Our HERO camera is the latest in the evolutional chain of our miniature cameras. It was developed to provide quite literally “the most bang for your buck”. Easier to use than our other cameras, lighter in weight and smaller in stature, but still durable and waterproof (GoPro must haves).

This camera opened the door for our company to more thoughtfully target people who were interested in photography and videography, wanted the DNA of a GoPro, but weren’t interested in the typical GoPro price tag or product skill level requirements.

To be frank, this was another product campaign that had a lot of great campaign concepts hit the dust. We had hoped to lean into, in our opinion, more valuable and compelling reasons to believe, but it wasn’t meant to be. The HERO campaign instead focused on size and price, and really hammered those messages home.