Razer commissioned Carbon to help them create a 45 second animated video to launch the new line of ‘Productivity’ products. A completely new direction for the Razer brand, they are targeting a new customer base beyond their hardcore gamer following.
A demanding undertaking to define a new style while being connected to the core brand, reaching new users from digital nomads to office workers and then covering a suite of primary USP’s including the mobility of the products.
We chose a more clean and contemporary visual tonality that still paid homage to the energy of Razer with dynamic camera movements, a high frame rate and swift transitions. We placed the products into a range of environments demonstrating mobility but also resonating with key customer demographics.