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.