Essential “The New Vanguard”
Industry: Consumer electronics
Location: Palo Alto, CA
This is a youth anthem campaign video for consumer electronics startup, Essential. The company’s mission was to innovate mobile tech for our innately social needs. It’s founded by the inventor of Android who also created the T-Mobile Sidekick in the early 2000s. With that device the internet became MOBILE. This boosted a whole generation. This changed social technology and social order.
Did Essential have another trick up their sleeves for the next gen? A generation that strong arms conscious choice vs. everyone’s choice? So, to tee up [stealth project], we wanted to wake the people up to the company’s unexpected origins while heading into an otherwise deal-laden, back-to-school campaign season with the Essential Phone.
Produced by the adventurous film collective Snow Beach with strategy & direction from myself as brand marketing lead at Essential.