NVIDIA SHIELD - REBRAND + PRODUCT LAUNCH

Originally “Made To Game,” “This Is How You Play TV” became a new stake in the ground that marked SHIELD's departure from NVIDIA's roots of strictly hardcore gaming.

NVIDIA has always used CGI to demonstrate their products, and their target audience was mostly technology enthusiasts and gamers.

BRAND BEFORE

BRAND AFTER
Our new message was that these days we no longer “watch TV,” we “play TV.”

KEY VISUAL

PACKAGING

OOH

BANNERS

REBRAND (AGAIN)
NVIDIA wanted to pivot yet again, in response to Apple TV’s release. We aimed to establish the device as a powerful way to upgrade your entertainment experience in the living room.

NVIDIA SHIELD was made for a new audience, and not just gamers. We needed to show people that they can “Rule The Living Room.”

EUZCIL CASTANETO

Pronounced “you-soul.” Copywriter with a focus in digital and interactive experiences. I write to express, not impress. It’s important to never write off “stupid” ideas. That stupid idea can grow up to be a smart one.

Pronounced “you-soul.” Copywriter with a focus in digital and interactive experiences.

I write to express, not impress.

It’s important to never write off “stupid” ideas. That stupid idea can grow up to be a smart one.