Loop Aurum
Creative Direction, 3d visualisation and motion direction.
Creative Strategy
Product launch strategy and creative direction for Loop rarest earplugs. A unique drop made of 18k gold. Designed by AI.
I received a brief to market this unique drop by Loop. When I saw it for the first time, I knew we had to do something different. The gold details and its uniqueness reminded me of worlds like those of the Romans and the science fiction movie Dune.
The focus of the creative strategy was to double down on scarcity making this drop ultra-rare. We decided to only make one set. And with this, as we were launching our community platform, we used this product the launch a campaign where anyone subscribed to the community could win the only pair existing.
First prototype:
Inspiration references
Creative Direction
We set an art direction based on rarity, with a combination of advanced technology and humanity.
We communicated this by the use copy and visuals that elevated the product and made it desirable. We brought details such a concrete textures, sun light and dramatic light to reference the inspiration.
The music was chosen with the sound of a clock in between, which creates a subconscious sense of intrigue and mystery. And eventually triggers a sense of fear of missing out.
Campaign launch video — BETTER WITH SOUND
Results
The most viewed, replayed, and shared piece of content of the brand.
We set an OKR of 10.000 members to join our Loop Community for the entire campaign (3 weeks time), which was reached in 24 hours surpassing expectations. We ended with 45.000 members and we increased our reach to 150.000 users — when the average numbers were 30.000.