The Instinct 2 was designed for those who seek a watch that is both stylish and durable. As one of the most popular entry-level smartwatches at Garmin, it required a versatile global launch that could appeal to a broad audience.
I worked closely with a copywriter to conceptualize and execute major components of the 360˚ global campaign.
Pre-production
Pre-production is one of the most exciting stages of a campaign, and it's one of my favorites. For Instinct’s campaign, we wanted to capture authenticity, so we chose to shoot at Surfrider Beach with the talented photographer Steven Lippman. We worked with pro surfers, BMX riders, and kite-boarders to create stunning shots in three unique locations around LA. The pre-production deck helped us ensure everyone was aligned on set regarding framing, talent, product, and location.
Social
The social media strategy for the Instinct 2 campaign included a comprehensive approach, covering all aspects such as launch, paid and organic, and ambassador support. The content was optimized for each platform, including stories, stills, and video posts.
