Promethean
“The New Promethean Experience” Teaser Campaign
Role
Led creative direction for a rapid-response campaign, partnering
with cross-functional teams to redefine the approach and align messaging with evolving market conditions.
​
Outcome
Generated early awareness and anticipation ahead of the trade show launch, driving strong market interest while maintaining competitive positioning and preserving the impact of the full product reveal.
Challenge​
With the upcoming launch of the ActivPanel 10, the original plan was to keep product details confidential until a major trade show reveal. Less than a month before the event, a key competitor released a new product, creating immediate pressure to respond without compromising the launch strategy.
​​
Approach
Shifted from a product-focused reveal to a teaser campaign designed to build anticipation without disclosing product details. Reframed the narrative around curiosity and emotion, introducing the concept of “The New Promethean Experience” to signal innovation while maintaining confidentiality.
​
Focused on creating intrigue through tone, pacing, and visual storytelling, allowing the campaign to generate interest and momentum ahead of the official launch.