The First
Autonomous Drone,
Follow the Leader.
CREATIVE DIRECTION
DIGITAL DIRECTION
BRAND STRATEGY
BRAND DESIGN
PACKAGING
Credits - Toby Grubb worked directly with Nate Bosshard on the marketing initiatives and the client partners, and Berkeley Robotics grads, Antoine Balaresque & Henry Bradlow on the guidelines and application. Legendary snowboard cinematographer, Brad Kremer provided creative direction, cinematography and editing on the marketing video which starred one of our favorite riders, Jussi Oksanen, and female paddler of the year, Sage Donnelly.
Before the unfortunate wind down in January of 2017, CES Innovation Award-winning, Lily, was the world’s first personal flying camera. With the drone community already in turmoil and under the watchful eye of the FAA, we thought it best to build a branded product that introduced Lily as a part of the family.
With friendly eyes and a contemporary brand to match, we helped launch Lily, the world’s first personal flying camera. We positioned the brand to make a huge impact at launch and pre-sales. With over $8 million in sales in the first week of launch and $34 million in total pre-sales, Lily was a meteoric success.
We created extensive brand guidelines outlining typography, color palette, brand voice, tone, usage and application standards. But it wasn't solely about the eyes, one of the strongest early concepts unleashed the dot above the “i” as a metaphor for intelligent, autonomous flight.
Simple, sovereign and revolutionary, Lily used computer vision, tracking and programmed maneuvers to follow the user and perform complex captures via the Lily mobile app. We generated a number of physical and digital concepts that were lightly adhered for the pre-sale campaign.
Our video concept was an immense success, garnering 12 million views in 2016, and Lily received one of the warmest product receptions in Silicon Valley history.
