New Age of Play

Gamers Have Evolved. Gaming Gear, Has Not.

Gaming gear is largely catered to male-dominated tastes, fits, and styles. However, nearly fifty percent of gamers identify as women. The Aurora Collection was created to diversify the “black on black” and, “pink and shrink” product market; by offering gamers a stylish option that was not only chic, but had the substance and quality typical of Logitech products.

Our campaign had to follow suit. With a rich narrative driven by player motivation, we highlighted diversity, positivity, and substance; whilst also including the full product experience. The Aurora Collection shone a light on different players and play-styles. Our goal creatively, was to also highlight those unseen gamers, and help players everywhere see more of themselves in gaming culture.

To capture the essence of the Aurora Collection in a stunning CG world, we took visual queues from the product design itself. For example the diffused product lighting seen in the collection, is also mirrored in the lighting of our CG environments.

Clouds were also a huge motif in the design. We created our own, in the form of “brand fog” which added an ethereal look. The gentle fog completed the dreamy aesthetic; and beautifully complimented the soft curvatures (and colors) of the Aurora Collection.

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Our stills blurred the lines between imagination and reality; by using dreamy backgrounds, captivating camera techniques, and some CG magic. The results were a set of surreal snapshots, that captured the uncontainable charisma of our Aurora talent.

Using their unabashed authenticity, our players showcased their unique awesomeness through our striking portraiture. Setting the tone for the next generation of gamers, they invite others to come as you are and play your way.