Jamie Parkhurst 
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Home > Backbone Pro

Client: Backbone Labs x Fortnite
Project: Backbone Pro Product Launch
Role: Creative Director
Director: Bradley Calder
Photography: Cian Moore
CG/Animations: Nahele Campbell / Sample Studio
Sound/Score: Griffin James [SAATU]
Typographic Animations: Antonin Waterkeyn
VFX: Pendulum

Building on the success of Backbone One, we launched the Backbone Pro campaign around key engineering and ergonomic improvements that positioned it to be the most comfortable, precise and seamlessly connected controller on the market. We created an omnichannel launch campaign around the basic philosophy of breaking free - breaking free from convention, free from boring consoles and directly speaking to the nomadic lifestyles of the generation. The choice to create a longer-form, cinematic narrative was to propose a counter-cultural move away from short-cycle dopamine and build meaning and percieved value through immersion into our product story.

The photography for this campaign took a similar turn towards communicating simplicity, attitude and a look toward a future vision of gaming lifestyle.

My roles have varied across multiple areas, including: creative direction, copywriting, brand strategy, product development, brand marketing, paid advertising, graphic design, video editing/finishing, social media management.

Brand Guidelines < LINK >

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