Sakura: Gelly Roll
Challenge:
Reimagine and modernize the beloved Gelly Roll brand through a video campaign introducing their first retractable pen. Balance nostalgia with innovation while capturing the excitement of its product evolution.
Highlights:
Outperformed Benchmarks
Formats:
CTV Video
Social Video
Credits:
Creative Director: Kirk Kempker
Art Director: Flavia Salvadori
Copywriter: Rosemary Titievsky
Designer: Rendell Aguisanda
Motion Designer: King Diapolit
Approach
This video production presented a unique challenge: showcasing the new Gelly Roll retractable pens without physical samples, which were still in production. We meticulously crafted photorealistic 3D pen assets from scratch to overcome this obstacle, ensuring every detail matched the anticipated final product. The resulting video strikes a delicate balance in messaging and visual styling — honoring the heritage that longtime Gelly Roll enthusiasts cherish while introducing fresh elements to captivate new pen aficionados. This approach maintained brand continuity while effectively highlighting the innovative retractable feature of this anticipated product extension.
Looks like we were made to click!
Looks like we were made to click!
Award-winning creative leader driving business growth through progressive brand initiatives, inclusive team leadership, and hands-on design direction.