CORACGI 

CREATIVE DIRECTION, CONCEPT DEVELOPMENT, STRATEGIC POSITIONING

THE WHY: PRE-LAUNCH, SOCIAL MEDIA TEASER CAMPAIGN

To support the launch of CoraCGI - a CGI/AR/VR imaging platform born from CreativeDrive’s acquisition of Decora Brazil - I developed a teaser campaign designed to shift emotional perception ahead of product release.

Rather than lead with technical specs or feature sets, I focused on a deeper tension in the creative community: the fear that automation and generative tech might make human creativity obsolete. This campaign aimed to disarm that anxiety - and replace it with a sense of curiosity, confidence, and control.

The concept centered on the tagline ‘Perfected Reality’ and unfolded in a series of short frame animations inspired by classic Czech cinema. The use of handcrafted visuals was intentional. By invoking nostalgia and tactility, the campaign reframed Cora not as a cold piece of software, but as a tool in service of artistry - one that respects the hand, the eye, and the mind behind the work.

Key prompts - ‘What is real? What you see? Or what you feel?’ - were designed to provoke thought and build emotional resonance, signaling that this launch was about more than just content pipelines. It was about creative empowerment.

My role covered full campaign development:

• Concept and creative direction
• Messaging and copywriting
• Visual and motion guidance
• Hands-on asset execution for social rollout

This campaign was never meant to sell software. It was meant to set a tone - one of wonder, warmth, and philosophical depth - that would pave the way for a more technical launch to follow. It worked because it started with emotion, not explanation. That’s the job of creative direction: to shape what people feel before they decide what they think.

The CoraCGI logo draws from the parent brand’s identity system, but introduces its own precision - clean, engineered, and quietly confident. It’s designed to sit at the intersection of utility and imagination, much like the platform itself.

The tagline I wrote, ‘Perfected Reality,’ encapsulates Cora’s core promise: image creation that adapts flawlessly across every visual context - from ecommerce sites to AR, VR, and whatever comes next. It’s not just a nod to technical quality - it’s a positioning statement for a brand that sees the future of digital expression as modular, responsive, and beautiful by design.

I wrote the screenplay for the brand launch 30sec and worked with a film production house on its creation.