The mission.
Target an entirely new audience — one that cared more about creating art than jumping out of an airplane. The concept was simple. Make cool shit.
The camera itself had groundbreaking specs, many of which were unheard of in a body of this scale.
It was up to us to prove them.
A new look
The camera
The hardware itself demanded a visual identity distinct from GoPro’s past lineup. We kept things grounded to add weight, and led with an angle that GoPro had never used as a lead image. The angle felt professional, yet easy to grab. The snout of the lens was well defined, and differentiated it from the past lineup.
Creative Direction: Jensen Granger//Katelyn Tierney//Mckenzie Stephenson
Packaging Direction: McKenzie Stephenson//Ryan Wong
a shot in the dark
One of the key differentiators for the MISSION Series was its 1-inch sensor, which promised significantly better low-light performance. To push those limits, we took it out for a few night shoots. Photographer Anthony Obester brought in a concept that inspired us, and we put our own spin on it to see what the sensor could really do.
Director: Jensen Granger
Photography: Jensen Granger//Anthony Obester
Producer: Tiffany Kelley
Stylist: Maggie Omega
Soft Launch at Nab
It was time for the world to physically see what GoPro had been cooking. Alongside designers Kate Tierney and McKenzie Stephenson, we crafted an in-person experience that broke the traditional GoPro mold and stood out amongst top-tier vendors at the Las Vegas NAB show.
The show was a resounding success, generating a ton of hype and hundreds of preorders directly from the floor. GoPro’s collective efforts ultimately brought home three sought-after industry awards from CineD, Production Hub, and RedShark News, culminating in a premium experience that showcased our photography and product in a modern, gallery-esque space.
A tease
With three of the 6 shoots completed in record time, it was time to give the world a sneak peek at the “New GoPro”. It was a brand the world did not expect to see. GoPro had swag; It had tooth. It wasn’t just an action camera company anymore. It was a serious tool, for serious creators. Upon release, the stock jumped 60 percent. The market liked what they saw.
the real DEAL
Built on a massive foundation of static storytelling, this was the most content-dense PDP GoPro had ever executed. To pull it off, we collaborated closely with GoPro’s digital design team, customizing high-fidelity assets to fit every single slot of the sprawling layout. To accommodate three distinct camera variations, the page featured a unified layout featuring modular "deep-dives" into each section, allowing users to visually unpack the technical differences between the SKUs.
Digital Creative Director: Brian Shown
ACD, Digital: Lindsey Conley
Senior Digital Designer: Lorah O’Donnell
Associate Creative Director, Copy: Nicholas Marini
Design by: Kate Tierney
