Award-Winning Product Launch Campaign
SimpliSafe’s Active Guard Outdoor Protection campaign focused on translating complex technology into a brand story centered on safety, trust, and peace of mind.
Pairing AI-powered cameras and 24/7 live security agents that can see and speak to intruders, this innovative product and service deters crime in real time, with a goal of expanding the brand’s mission: “Every Home Secure”.
PRODUCT STORYTELLING • BRAND CAMPAIGN • BRAND TV • PAID SOCIAL • CRM • RETAIL • ART DIRECTION • PHOTOGRAPHY • VIDEO 
Contribution
I owned art direction for product photography and partnered with SimpliSafe's Brand Marketing Creative Director to co-lead video production, helping define and execute the creative vision from pre-production through launch.
My role spanned concepting, shot planning, on-set creative direction, and post-production oversight, including managing photographers, production partners, retouchers, and illustrators to deliver high-quality visual assets.
Beyond the shoot, I translated the creative into a scalable launch system, designing web, motion, and marketing assets that introduced the product consistently across digital channels.
Paid Social
Cross-Channel Activation
Retail
CRM
Brand TV
Packaging
Outcome
In addition to the product campaign’s 3 Telly Awards wins, and subsequent brand TV campaign, this product and service remains the brand’s most disruptive and highly publicized offering, marketed across all channels and expanding the 6+ million customer base and exceeding company revenue targets.