After we first introduced this colorway as a 2024 Mother’s Day exclusive, people have been - literally - begging in our social channels to bring it back permanently. When the decision was finally made to do so, we created a major social campaign surrounding the launch.

My role was not only to concept the look and idea of the campaign, but to create and edit the final assets as well. The campaign consisted of a Teaser phase and Launch phase. All videos were art directed, edited and animated by me. We worked with a partner production agency to create circulating 3D renders of our machines, which I used to create these videos. All videos were created in 9x16, 1x1 and 16x9.