It’s a fantastic thing to get a chance to launch three major products at the same time—but it’s also a messaging challenge. How do you highlight each one without overshadowing the others?
When Axon launched TASER 7, Axon Body 3 and Axon Records at a major industry conference, we created a campaign that didn’t just focus on the products individually, but together. A campaign that raised up the entire Axon ecosystem of products while allowing us to hone in on what made the new products must-haves.
We created a comic book as our foundation, telling the story of ION Force who, in a parallel world, uses Axon-type technologies to vanquish a nefarious syndicate. Then we extended the campaign in every way: virtual reality, print ads, digital ads, booth graphics, motion graphics, swag…even a live Officer ION superhero.
Have a look at the launch experience in this video that highlights both the launch party (where One Republic played) and the Axon show booth (where there was a giant line for all three days of the show).
With the help of artist Mark Rehill, we created a comic book that acted as the origin story of the campaign.
On top of Axon’s trade show booth, three giant screens came together in a triangle (echoing the Axon delta logo) and played video supporting the campaign, including these motion treatments using the comic book art.
Outside of the physical launch event, we supported the campaign with print and digital advertising along with social media.
Axon nearly doubled their very ambitious goal for TASER 7 sales opportunities at the launch.
Creative Director/Writer: Daniel Brockley | Art Director: Clint McFarlin | Artist: Mark Rehill | Designer: Blake Ingola | Motion: Doug Sands