Own It

Garmin Instinct 2 Series

The Instinct started as just an experiment, but it grew into Garmin’s most popular entry-level smartwatch. For Instinct 2, they needed a campaign that would hit hard and speak to the versatility and rugged capability. It needed to be big. It needed to be global. So we went global. Four video and photo productions all around the globe, an international creative team, and yours truly making sure the tone had an edge.

In addition to working on the concept and drafting scripts for key assets like video and print, I also oversaw all copy for the product itself, PR releases, and lower funnel marketing.

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This rugged little smartwatch had to stand out. It needed a tone that was terse. To the point. Built around grit, self-reliance, and that drive to push farther.

Every line of copy was designed to turn this watch into a badge of honor, for those worthy enough to wear it.

View product pages here.

Tone of Voice

Credits:

CD: Matt Bowne / Ryan Glendening

AD: Adam Bowling / Madison Twombly / Céline Non
Photo/Video : Stephen Lippman
Motion: Ryan Jones
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