CREATIVE DIRECTION, CONCEPT DEVELOPMENT, STRATEGIC POSITIONING

THE WHY: PRE-LAUNCH, SOCIAL MEDIA TEASER CAMPAIGN

1. CONTEXT - THE PROBLEM BENEATH THE PROBLEM

CoraCGI was preparing to launch into a creative ecosystem vibrating with anxiety.Automation. Generative tools.
A spreading fear that software was coming for the soul of human artistry.

No amount of feature lists or technical demos could penetrate that emotional barrier.
Before CoraCGI could launch, the fear had to be neutralized.
The company didn’t need a tech teaser.
It needed a mythic reframing of what digital creation means.

2. INSIGHT / MYTH - PEOPLE DON’T FEAR TECHNOLOGY; THEY FEAR THE LOSS OF THEMSELVES

The creative community wasn’t afraid of CoraCGI.
They were afraid of disappearance - of being made irrelevant, invisible, replaced.

To launch the platform successfully, the emotional center had to shift from:
‘This replaces me.’ to ‘This extends me.’

The myth emerged:
Technology doesn’t perfect reality through automation - it perfects it through feeling.
Reality is not what you see.
It’s what you perceive.

This was the emotional hinge.

3. THE LEAP - A CAMPAIGN BUILT AS A COUNTER-ENCHANTMENT

Instead of futuristic spectacle, I went deliberately analog: visuals inspired by classic Czech cinema - tactile, imperfect, handmade - to remind creators that beauty begins with human perception, not software.

This became the core thesis: PERFECTED REALITY.

A pre-launch ritual designed to warm the creative psyche.

The campaign elements were intentionally crafted like incantations:

• Short, frame-by-frame animations whispering philosophical riddles:
“What is real? What you see? Or what you feel?”
• Messaging that ignored specs entirely and spoke directly to human doubt
• A visual language that suggested hands, eyes, intuition behind every pixel
• A social rollout that built wonder and emotional safety before revealing technology

The strategy was simple and counterintuitive:
use analog feeling to reframe digital power.

4. IMPACT - FEAR DISSOLVES, CURIOSITY EMERGES

By the time the platform’s technical features were revealed, the emotional ground had shifted.
The audience no longer saw CoraCGI as a threat, but as a companion - a tool aligned with human creativity, not competing with it.

The teaser campaign created the emotional foundation the product needed:
not hype, but permission.
Permission for creators to explore without fear.

This wasn’t a tech launch.
It was an emotional recalibration - myth work disguised as marketing.

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.