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.”