Selected Work / Orbit
Orbit
The global launch of a wireless-earbud line — the idea, the key visual, the full toolkit and the rollout.
Orbit, a wireless-audio brand · Launch campaign · 2026
Role
Creative Direction & Campaign
Scope
Concept, key visual, film, OOH, social, rollout
Outcome
A day-one sell-through launch across every channel
Overview
Orbit is a wireless-earbud line, and this is its global launch. I led the campaign end to end: the idea, the key visual, the tagline system, the film, the out-of-home and social toolkit, and the rollout that carried it from teaser to launch to sustain across every channel.
The challenge
Earbuds are a sea of sameness — a white bud on a gradient, a spec sheet, a discount. The brief I set: a launch that sells the feeling of noise-cancelling, not the millimetres; a single idea strong enough to run on a billboard, a phone and a fifteen-second film; and a campaign a global team could localise without losing the thread.
My strategic thinking
I built the campaign on one idea — your sound, in orbit. Noise-cancelling puts you at the centre and everything else in orbit around you. The orbital rings became the key visual: a device that reads instantly at any size, in any medium, and a tagline structure that swaps the noun — sound, call, focus, world — while the orbit stays fixed.
Process
Idea and key visual first, then the tagline system and the hero endline. From there the product art direction and finishes, the full asset toolkit — launch film, OOH, social, display and e-commerce — and the three-phase rollout: a cryptic tease, a coordinated launch burst, and a feature-led sustain.
The design system
A cosmic palette of ink, bone, violet and mint with the orbital rings as the recurring device; a geometric display face for the line and endlines; a flexible tagline structure; and a channel toolkit — film, OOH, social, display, e-commerce — all built from the same key visual so every placement reads as one campaign.
The final solution
One idea across every surface — a teaser of rings alone, a hero film that cancels the noise, billboards and stories with the bud at the centre of its orbit, and a product page in three finishes. The rollout sequenced it as tease, launch and sustain so the moment built instead of peaking early.
Results
A day-one sell-through launch: 41,200 pre-orders in the first week, 12.4M launch-day reach, 78% opening-stock sell-through, and a waitlist that ran nearly five times target. The idea localised cleanly across markets because everything hung off one key visual and one line.
Lessons learned
A launch is one idea, repeated with discipline. The temptation is more assets; the win is a device strong enough that a billboard, a phone and a film all say the same thing without saying it twice. Find the orbit, then let everything circle it.
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