THE APPROACH
We started with the line. Bring the moment home. Four words that did the job a thousand-word product description couldn't, it captured what the technology actually did for a viewer, without naming a single feature. Cricket lives in moments. The ICC Immersive app let people own one. The tagline gave the launch a single emotional truth that every other piece of work could orbit.
From there, the two videos were calibrated to different jobs. The walkthrough gave depth, the detail a partner, an investor, or a serious tech journalist needed to take the product seriously. The brand film created desire. Less product demo, more invitation. Built to make a cricket fan feel something before they understood anything. Together, the two pieces gave the launch a complete communication system, one video for the head, one for the heart.
THE WORK
The full launch communication system for the ICC Immersive app on Apple Vision Pro. A tagline that anchored the campaign. A product walkthrough video for the audiences that needed depth. A brand film that lived on the official ICC channel during the T20 World Cup 2024. Social content to carry the message across cricket's biggest moment of the year.
THE OUTCOME
Millions of views across the globe. Genuine investor interest off the back of the launch. Positive sentiment for all three partners, Quidich, the ICC, and Apple, at a moment when every one of them was being watched closely.
For a launch involving three of the world's biggest names, it was the kind of debut that doesn't usually happen on the first try. For us, it was a reminder that the harder the technology, the simpler the language has to be. The work isn't to dazzle. It's to land.
