Lightship Launch

EXPERIENCE DESIGN  Niantic, the pioneering developer behind popular augmented reality games like Pokémon GO and Ingress, had already crafted a compelling brand identity for Lightship — its innovative augmented reality toolkit for developers. However, in the ever-evolving tech and innovation landscape, creating an unbelievable product isn’t enough. It’s got to be launched with maximum buzz and impact to make a mark and gain the attention of key developers and stakeholders. Having already played a crucial role in shaping the brand identity, we stepped in to develop five global events with four objectives in mind.

First, Niantic should be positioned as a leader in AR technology. Second, it should win the hearts and minds of developers around the world. Third, it should showcase the Lightship Developer platform to drive product adoption. Fourth, it should develop and stage five global experiential events held simultaneously. These included a virtual global keynote presentation, a VIP event in San Francisco, a private party in London, a press conference with Niantic executives in Tokyo, and sponsorship activations at the 2021 AWE conference in Santa Clara. Through live and virtual storytelling, we developed a multi-pronged, multi-media experiential campaign for the events. We produced the pre-recorded keynote featuring Niantic’s top leaders, set the run of the show, guided script development, and conducted pre-screening interviews with brand partners and developers.

Additionally, we designed and built custom environments for all three experience locations, produced bespoke merchandise, and ensured global continuity in the overall experience. The campaign exceeded expectations and KPIs and won the Auggie Award for “Best in Show AR” at the AWE conference.

20,000+ Viewers | 7,000+ Developer leads generated | 500M Impressions

Created as a Creative Director at ADVOC8