Crucial Ballistix by Micron campaign
This global, cross-channel campaign showcases my ability to:
Create award-winning content.
MarCom Award PLATINUM | Category: Video/Film Marketing
Communicator Award of Excellence | Commercials: Art Direction
AVA Digital Awards PLATINUM | CommercialsDirect complex projects with both internal and external teams across various disciplines, from copywriting to Houdini FX.
Work with influencers and maximize their impact.
Creative Direction • concept development • directing on-set • campaign strategy and guidance
The challenge
The Micron brand is known and loved by experts at NASA. They provide top-tier computer memory and storage solutions but were struggling to reach consumers. To change that, Micron decided to reintroduce their gamer-focused line, Crucial Ballistix.
My role
As one of two Creative Directors on this campaign, I helped drive the creative vision and execution from RFP to final delivery.
Campaign guidelines
Our approach
By interviewing gamer focus groups, we gained insights into what mattered most to consumers: reliability in the heat of the moment. They need each component in their rig to react instantly to every twitch.
By interviewing Micron’s team, we learned what set their components apart: they control every detail of production, from sand to silicone to board to rig. Their level of precision is unparalleled, giving gamers the reliable components they need.
The result
We created a campaign that celebrates the beauty and exhilaration of having a perfectly engineered component in your rig.
Our localized content helped Micron connect with its audience in 13 languages. They were able to effectively scale the campaign using the guidelines, narrative, identity, and range of flexible assets we provided.
