SILVERBACK
How do you tease leaner and meaner glass before the Consumer Electronics Show?The Challenge
Create buzz for the next generation of Gorilla Glass without saying too much...just enough to make people feel something powerful was coming.
The Idea
We let the glass speak for itself. A grid of device screens formed the message, each one revealing a fragment of a massive gorilla behind it. One glance, and you got it: this glass is strong, primal, and ready to protect.
No specs. No features. Just a stare-down with the future of durability.
My Role
I designed the campaign, from concept to layout to image selection — hunting for the perfect gorilla expressions that communicated power, attitude, and anticipation. Every screen, every crop, every line of type was crafted to build tension before the CES reveal.
The Outcome
A visual tease that turned Gorilla Glass into a character, and made people feel the strength behind the product long before they knew the details.