R2 Launch
Assignment
When it came time for Rivian to launch it’s newest products, the R2 and R3, ask was to synchronizing a campaign across touch-points. From generating enthusiasm and conducting a virtual livestream of the launch event, to standing up new product pages and reservation flows, my team tackled it all.
Move Between Worlds
Designed for the many modes of life, the R2 takes you between the many worlds people inhabit—natural to neon, work to play, city streets to unknown backroads.
Building on this, we crafted a visual language centered around Rivian’s iconic pill shape, reimagined as a portal that invites deeper exploration and product immersion.
This is it
Ultimately the R2’s capability is in service of creating lasting memories and moments of connection with the natural world. Lifestyle videos and photography capture moments of this dance we call life, to connect with customers on an emotional level.
Product discovery
We set out to create a product tour that felt as hands on as possible, encouraging play, curiosity, reality and awe.
Photo Art Direction
Developed a playbook to guide our photo team with direction on talent, environments, vehicle studies, and lighting.
Interior Flashcards
A thoughtfully crafted interior is explored through swipeable flashcards on mobile.
Rivian's technology stack is its true differentiator, powering brand-defining features like Camp Mode and Gear Guard. These innovations come to life through a dynamic, approachable graphic style that sparks a sense of childlike wonder and nostalgia for discovery.
From the initial teaser to the event itself—both through the livestream and in-person experience—a cohesive campaign was woven through every phase, ensuring a consistent and identifiable brand presence.
