Icon. Reinvented.

Supernatural Beauty, Meets Technological Innovation.

With LIGHTFORCE, Logitech's groundbreaking optical-mechanical switch, the G502 X is the epitome of duality. It blends the old and new, biotic with robotic, and the real, with the sur-real. That juxtaposition is our theme for the campaign. It’s visually portrayed with otherworldly entities in familiar terrains; and typical structures portrayed with mind bending motion styles.

Our visual components represent each of the G502 X’ key features. On opening, the dramatic lighting (obscuring the product) was strategically used to highlight the sleek curvature and silhouette of iconic design; while also maintaining an err of mystery.

Worlds were crafted to let plant life and organic matter glow vibrantly within them. This vibrant glow amidst a hard black terrain is reflective of the RGB lighting present in the body of the G502 X.

With a revolutionary hybrid switch, this feature needed a moment to shine. Lasers (mimicking that of an optical switch) were unleashed by a physical structure. That tactile structure is representative of the mechanical components of the hybrid switch.

Similarly, elements within the terrains were strategically placed so the G502 X could act as a catalyst for movement; used to pulsate LIGHTSPEED data into the ether, creating real world reactions.