CORACGI:
PERFECTED REALITY
IDENTITY, CAMPAIGN, FILM AND DIGITAL LAUNCH FOR CREATIVEDRIVE’S CGI PLATFORM
(Creative direction · strategy · identity · campaign · motion · film · microsite · launch)
THE CONTEXT
CreativeDrive had acquired Decora Brazil, adding sophisticated CGI production to a company already built around technology-enabled creativity.
The obvious launch would have led with production specifications: speed, scale, efficiency.
The wrong argument.
CreativeDrive’s workforce was predominantly creative. People were not merely employees, but the allies required to make the new capability succeed.
Interior design, fashion and apparel — industries built on image, authorship and desire — also formed the company’s largest client base.
Present CGI as machinery and both audiences hear the same thing: Technology is coming for your work.
The wrong argument.
CreativeDrive’s workforce was predominantly creative. People were not merely employees, but the allies required to make the new capability succeed.
Interior design, fashion and apparel — industries built on image, authorship and desire — also formed the company’s largest client base.
Present CGI as machinery and both audiences hear the same thing: Technology is coming for your work.
THE INSIGHT
The technology could not arrive as a replacement for creative imagination. It had to arrive as its extension.
Not: Look what the machine can do. But: Look what you can now imagine.
THE LEAP
CreativeDrive’s brand was organized around one proposition: CREATIVITY PERFECTED BY TECHNOLOGY.
For CORA, I extended that logic into the product: PERFECTED REALITY BY CREATIVEDRIVE.
CORA was positioned not simply as production infrastructure, but as the territory between what exists and what could exist — the point where technology gives imagination visible form.
THE TEASER CAMPAIGN
WHAT IS REAL?
A series of 15-second Instagram photoromans introduced CORA through questions rather than specifications.
Like Chris Marker’s iconic La Jetée (1962), the films created motion through stillness: image, interval, copy, reveal. They spoke in a visual and emotional language already native to fashion — desire first, explanation second.
Like Chris Marker’s iconic La Jetée (1962), the films created motion through stillness: image, interval, copy, reveal. They spoke in a visual and emotional language already native to fashion — desire first, explanation second.
The campaign did not conceal the technology, but it made people — creatives — want to approach it.
FROM DESIRE TO UNDERSTANDING
The campaign opened the door. The rest of the system made the product legible.
A motion identity gave CORA recognizable behavior. A direct 30-second film clarified the proposition. Demonstration films showed transformation, consistency and repeatability across products.
These were not interface demonstrations. They translated what the platform did without pretending to expose its internal UI.
The microsite completed that translation: one clear destination connecting the identity, proposition, product logic and proof.
The microsite completed that translation: one clear destination connecting the identity, proposition, product logic and proof.
THE SYSTEM
One argument carried across every expression:
Identity ︎︎︎ motion. Motion ︎︎︎ campaign. Campaign ︎︎︎ product explanation. Product explanation ︎︎︎ adoption.
THE IMPACT
CORA launched globally as a distinct product within the CreativeDrive brand system — connecting an acquired technology capability to the company’s creative culture and largest client category.
The launch received a Drum Award in 2018.
Core technology integrated into Accenture's commerce stack · CreativeDrive acquired by Accenture, ~$300M.