Play Your Way

Unique Gear, with a Player Focused Flourish.

Logitech G is renowned for developing award winning gaming products. Their distinct styles, and thoughtful design are never changing in their array of products. However, even with a winning formula, the need to mix up the status quo had become apparent.

This collection was designed with a particular gamer in mind; a gamer who’s aesthetically minded, puts play first, and is in sync with (if not sets) the current trends. Logitech G recognized their portfolio had a gap, this collection sought to remedy that.

Thus Begins, the Transition to Color.

Our spot briefly acknowledges Logitech G's muted past, then surprises viewers by revealing its colorful future. We devised tone on tone worlds to celebrate the Product Team’s evolution. The final touch was a kiss of RGB lighting to each scene. This differentiated us from other brands, and gave our worlds a distinctive gaming flare.

Due to covid restrictions, we launch our campaign with a product only spot. This (happily) gave the products their moment to shine. After launch, we were able to incorporate influencers into the campaign. This allowed us to speak to the audience's unique personalities, and their passion for play.

For the new era of gamers (who have long had little choice in expressing themselves through gaming gear) we doubled down on the campaign message; using Play Your Way as a rally cry. With Logitech’s Color Collection, they could finally choose to play their way.

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Logitech G continued to expand their product story (and so with it, our campaign). The G335 gaming headset launched with a fresh new colorway. Mint was our new hero, and even debuted as an addition to the existing G305 product line.

This was a great opportunity for the team to have fun expanding the Play Your Way universe. We developed worlds that successfully celebrated the new colorway, but also stayed true to the original Color Collection campaign.