Backbone Pro Campaign

Overview

Building on the success of Backbone One, the Pro edition is engineered to be the most comfortable, precise, and seamlessly connected controller you’ve ever played. Your game never has to pause because Pro magically moves from any screen, console to cloud. 

I creative directed and designed an omnichannel launch campaign for the Pro based on the idea of breaking away from the boredom of conventional mobile gaming.

A cinematic live-action video filmed on a soundstage in Mexico City introduced us to the world of Pro.

To showcase the technical innovation of Backbone Pro, I worked with a team of 3D artists to design, animate, and edit a series of product feature vignettes. An original music score added an immersive layer to both videos.

Approach

From first storyboard to filming on location, to OOH, social, and web assets, the velocity of the production was next level. Using a mix of live action footage, studio photography, and even robotic motion control cameras,the world of Pro came to life. 

To humanize Backbone Pro and show the process of building Backbone’s innovative products, I wrote and directed a Behind the Design docu-style video piece. We filmed on location at the Backbone HQ and design lab in Atherton, CA.

Impact

The Pro launch is a pivot point for the Backbone brand, evolving towards a more mature and premium foundation that allows the brand to flex across multiple products. To date since the launch, sales of Pro have increased steadily and Backbone’s social channels have added 200% more followers.