Text reading 'Mission 1 Series' on a black background.

MISSION 1 Series Global Rollout

The MISSION 1 campaign stretched across retail, digital, events and product communication. I extended the system across formats, adapting imagery, messaging and product hierarchy while keeping the campaign language intact.

Hands holding a tag that says 'Made for the Pursuit' with a QR code and the GoPro logo, attached to a backpack with a strap and zipper.

Client

GoPro

Role

Sr. Brand Designer

Focus

Campaign Systems / Retail / Digital

Digital advertisement for GoPro cameras showing a person riding a horse on a beach with the text 'Made for the Pursuit' and an image of a GoPro camera.
Event poster for a GoPro event at The Stillery, featuring a person on horseback near a fire at dusk, with event details in white text on a dark background.
Two GoPro cameras on a dark surface, one showing a car on its screen.

Into
the wild

The launch extended far and wide. A4 print, pull-up banners and retail graphics brought the campaign into stores, events, billboards and OOH, each tuned to where it lived.

Advertisement for GoPro Mission 1 Pro camera, highlighting 50MP photos, gallery readiness, cinematic system, with a black and white photo of a woman with curly hair in a calm pose.
GoPro advertisement featuring a silhouetted person standing atop a car during sunset, with the tagline "Made for the Pursuit" and model "Mission 1 Pro Grip Edition" camera at the bottom.
Laptop screen displaying a webpage about Gorpo's 20-year archive project, with a black header featuring Gorpo's logo, a camera icon, and the slogan 'Made for the Pursuit', alongside handwritten style and printed text.
A person riding a bucking horse during sunset, holding a lasso, with a clear blue sky in the background, captured with a GoPro camera.
An underwater scene with a diver swimming through a deep, rocky cave, illuminated by sunlight filtering down from above.
A promotional poster for the GoPro Mission 1 Pro camera features a woman dressed in a fur coat and hat standing against a red smoky background. The poster highlights the camera's advanced low light capabilities, 50MP photos, and 1" sensor, with the tagline "Made for the Pursuit."
A promotional image for GoPro's Mission 1 Pro camera featuring a person riding a horse through water with the camera shown above capturing the action.

Details travel

Large-format, small-format, high-traffic or tucked into a corner, every execution gets the same level of attention. Scale, legibility and hierarchy shift with the placement. The campaign language doesn’t.

Across

Retail / OOH / Events / Digital

A smartphone screen displays a YouTube search results page for 'GoPro,' showing videos about the GoPro MISSION 1 PRO camera, with a black background and white splatters around the phone.
Collection of GoPro promotional materials, including a flyer for a free demo experience at B&H Photo Video in NYC, featuring a person taking a photo of a city scene with a GoPro camera, and another flyer highlighting the GoPro Mission 1 Series with the slogan 'Made for the Pursuit' and a QR code.
Young woman with curly hair submerged underwater with text overlay of GoPro Mission 1 Pro.
Comparison charts for GoPro cameras and accessories, including HERO, HERO 13 BLACK, MAX 2, MISSION 1, and MISSION 1 PRO.

Oh, and the fun stuff

Alongside the campaign work, I built sell sheets, comparison charts, compatibility matrices and other product tools for sales teams, retailers and regional markets. Dense information, made easier to scan and use.

Made for the pursuit.

Built to go everywhere.

I loved being a part of this rollout. Every touchpoint sang the same song while whistling its own tune.
(okay, Shakespeare.)

Next,

Hilton logo in black and white.