Casio TRYX
Camera Launch Campaign

Casio launched a quirky new camera aimed at the selfie crowd and needed help introducing it to the U.S. market. With an innovative form factor and unique filters, it needed to be positioned in a way that clearly differentiated it from smartphones.

My Role: Copywriting, Creative Direction, Campaign Strategy, Stakeholder Management

What I did:

  • Created the campaign theme “Express Your Perspective” to highlight the user experience.

  • Partnered with designers to show the camera in real-world situations.

  • Responded to wild last-minute asks: an 11-panel Times Square billboard, a CES monorail takeover, and a Best Buy partnership—all tight deadlines.


How it went:

  • TRYX won a Best of CES design award.

  • Celebrity endorsements (Nicki Minaj, The Roots) boosted buzz.

  • Demand outpaced supply, even with distribution challenges.

Print

Outdoor (Times Square & CES Monorail Station)