GOPRO
At GoPro, I worked across the less glamorous but very real places a global brand has to show up: retail, e-commerce, sales tools, launches, OOH and everything in between. The work ranged from high-visibility campaign moments to deeply technical information design, often moving across markets, teams and formats at the same time.
Amazon A+ Content
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Launch HERO13 Black on Amazon with a Premium A+ experience that could communicate a lot of product information without feeling like a wall of features. The challenge was balancing sales, education and brand expression inside Amazon’s fairly rigid content system.
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New and existing GoPro customers comparing cameras, features and accessories at one of the most important points in the purchase journey.
Working Within the Box
Amazon gives you a surprisingly small set of building blocks. Rather than fighting the format, I used repeating carousels, image sequences and pacing to make the page feel more continuous than modular. The system stays invisible while the story keeps moving.
Future-Proof
GoPro likes to really lean into new aesthetic directions for each new camera launch. While that’s always important to breathe life into new campaigns, it was key to reign back a little bit syalistically so the Amazon content can live thrpough many seasons while maintaining a cohesive look throughout the next few years.
Global Retail
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Translate GoPro campaign ideas into retail experiences that could work across stores, markets, formats and production requirements around the world.
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Everyone from longtime GoPro users to someone encountering the brand for the first time in a store. For HERO13, the campaign deliberately widened the lens beyond extreme athletes and focused on the everyday ways people actually use a GoPro.
In-Person + Online
The system had to work almost everywhere: storefronts, windows, displays, retailer websites and digital placements. Each execution changed with the environment, while the campaign still needed to feel unmistakably GoPro.
Built for the Market
Global doesn’t mean identical. Retail assets were adapted around the retailer, audience and local context while staying inside the larger campaign system. This Del Amo Motorsports execution, for example, leaned directly into a motocross audience.
Built to Travel
The design was only part of the job. These systems also had to survive handoffs across internal teams, production partners, retailers and international markets. Clear files, specifications and communication helped keep the work intact all the way to installation.
Website Banners
YouTube Thumbnails
Sell Sheets
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Turn dense product specifications into clear sales tools that retail teams around the world could actually use. Each sheet had to organize technical information quickly, stay on brand and remain flexible enough for localization.
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Retail buyers and store teams across global markets. The final materials were localized into roughly 20 languages.
“GoPro Stories”
Podcast Logo
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Develop an identity for a new GoPro podcast that could feel distinct enough to stand on its own while still belonging clearly to the parent brand. The mark needed to be simple, recognizable and flexible across digital, social and motion applications.
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GoPro’s broader community of athletes, creators and people interested in the stories, personalities and culture surrounding GoPro.
