Bringing effortless magic to life with Signature Solar Slim+
George Walter
When Logitech asked us to help launch the Signature Slim Solar+, they wanted more than a product story – they asked to help them conceive a creative expression of the power of light.
As part of the Signature family, the Solar+ keyboard brought breakthrough LightCharge solar technology and sustainable design to people whose work and life constantly blend together.
Our brief was to extend the “Make Work Life Magic” platform into a new global campaign that celebrated the ease, control, and quiet confidence of modern hybrid professionals –capturing the emotional and functional magic that happens when technology truly fits your life.
To do this we designed a 30 second ad spot as the hero of a campaign that used visual VFX to portray the product’s revolutionary feature – a keyboard that needs no cables, works straight out of the box and is powered by any available light.
Working closely with CGI visualisation company DW Studios and director team GoshDamn we developed a short narrative film that eloquently demonstrated how the Signature Solar Slim+ could be used throughout the day at all light levels and in all use contexts, from work to play.
The team exceeded expectations despite having to work with a complicated robotic camera sequence to achieve the ‘day in the life in a single camera move’ effect and against all perceived wisdom opted to include both animals and children in the story (both of whom performed with total professionalism).
