Craft: Pawel Nolbert
The launch of the Craft keyboard was the first time Logi was making a pro tool specifically for professional creatives. Our campaign established Craft as a powerful and premium tool of the creative class – one that reduces friction and allows them to be in-the-zone, completely absorbed in their work.
Through a premium documentary approach, we stepped aside and gave the mic to an artist with the credibility, influence, and output to speak on the power of craft with authenticity. I had the pleasure of conceptualizing the platform, naming the product, leading our partnership with artist Pawel Nolbert, and acting as creative lead on our docu-style production.






Credits
Creative Leads:
Michael Walsh Kirwan, Creative + Strategy
Chris Merrick, Creative
Creative Team:
Michael Barnett, Director
Chris Perrins, ECD
Pierre Sponchiado, Creative
Lisa Boli, Creative Producer
Production:
Superfilms! LA