Imagine marketing a product that doesn't exist yet, cannot be seen or described in any detail and only experienced by a limited number of visitors at headquarters.
In addition to creating new brand identity, architecture and nomenclature, we created communications that earned us Interbrand's Breakthrough Brand of the Year.
VIDEO: There were compositing efforts like this one, which demonstrated what the future might look like through the Magic Leap lenses:
VIDEO: Then there were "shot through the device videos" which we revealed pieces of content as they appeared on device. Of course, the human eye is far more sophisticated than any camera, so getting the video to look as true to life as possible was a challenge.
VIDEO: We also recorded audio of willing visitors during their demos. This lent credibility to the value of what we were building, without having to show anything proprietary.
The challenge with Magic Leap social media is to keep people engaged and avoiding fatigue, since there is so little we could share. We addressed this challenge in three key ways: presenting explanations of the AR/VR/MR category and the technology in engaging ways, putting a face to the company by featuring people working hard toward product launch, and simply evoking the viewer's imagination about what will be possible in the future.
Tech and category explanations:
The people behind the mystery:
Meet our demo conductors, Flavio and Shanna. One is a guitar whisperer. The other has a degree in cutting things up with a chainsaw. This stuff writes itself.Posted by Magic Leap on Thursday, September 1, 2016
When our intern Sam isn’t measuring hundreds of faces for device testing, she’s building PCs from scratch and pwning you with her epic RPG skills. (Seriously, BEAST MODE). Check out our open internships and roles: http://bit.ly/2aARy9SPosted by Magic Leap on Monday, August 8, 2016
Today we’re celebrating dads who encourage "wizard" as a career choice. Introducing: The Kinzys.Posted by Magic Leap on Sunday, June 19, 2016
Magic Leap CEO Rony Abovitz on how we see the world.Posted by Magic Leap on Tuesday, September 20, 2016
47 years ago, one giant leap inspired our name. Today, we still believe in the unimpossible. #HappyMoonDayPosted by Magic Leap on Wednesday, July 20, 2016
Shout out to all the tinkering, soldering, computer-building techies out there living the dream. Party like it’s #mixedreality time. #TechieDayPosted by Magic Leap on Monday, October 3, 2016