Magic Leap is an American startup company that superimposes 3D computer-generated imagery over real-world objects. By projecting a digital light field into the user’s eye, they achieve an augmented reality experience that is wildly beautiful and useful for both entertainment and practical purposes.
It’s clear to say that Magic Leap has entered into a new era of technology. As they started navigating uncharted territory it became clear that they needed a skilled team of marketers and content creators to introduce their product and company to everyday consumers. As with any new technological development, educating the general public of its many uses and benefits is a key challenge. Simply put, people don’t like change. Fortunately, today more than ever, consumers are more receptive to game-changing technologies. Even still, Magic Leap faced a serious hurdle in the race to market: they needed to simplify a seriously complex tool to appeal to the mass market. So, they hired us to create media that would educate the world on their innovations in augmented reality.
When we started working with Magic Leap their product was still in development. This posed an interesting challenge for us: we had to teach the general public about their technology while they were still mastering it themselves! With these obstacles in mind, our initial strategy was to simplify their amazing product to make it more approachable.
The Minds Behind Magic Leap 1
Since augmented reality is an unknown frontier to most consumers, we needed to introduce Magic Leaps’ product in a way that was approachable to the average person. Therefore, our primary mission was to simplify the intimidation factor of their product. We did this by introducing the people behind the product.
This is perhaps one of the strongest videos in our overall marketing campaign. It begins by introducing the engineers leading the development of Magic Leap 1. Hearing their stories and the path that led them to Magic Leap humanized a rather intimidating brand. That was step one.
The second affect we needed to achieve was showcasing Magic Leap’s global presence. This was extremely important as we wanted to show that though this is an American startup, top minds from around the world were leading project development. To properly frame this conversation, we traveled to multiple countries from San Francisco, New Zealand, Switzerland, and beyond. We filmed interviews with chief engineers who shared their inspirations and aspirations. This unscripted take not only made the brand and product more approachable, but it made Magic Leap’s company culture relatable to people both involved in the company and those hearing about it for the first time.
In the end, this video spearheaded the growth and unity of Magic Leap’s company culture and ultimately, allowed us to continue the conversation using smaller, bite-sized pieces of media, which you will see below.
Though Magic Leap’s flagship product the Magic Leap 1 was initially designed as an entertainment and gaming tech it has many practical uses, such as virtual site planning, surgical training, engineering, and so on. However, at the start of our journey with Magic Leap, entertainment was the focus. In addition to showing the artistry that led tech development and the insanely real graphics, we wanted to introduce Magic Leaps’s gaming partners. There are many recognizable development software companies affiliated with Magic Leap, such as Insomniac and Funomena, so this is where we began. In a way, this was our first immediate “in” to the market and the best way of building the foundations of a loyal following.
We knew that gamers would be the most receptive consumer segment as they expect and welcome tech innovation. For these reasons, we chose to film a few videos that included Magic Leap’s gaming partners. By seeing beloved and reputable companies joined in Magic Leap’s mission, we were able to immediately excite these consumers and further educate them on the power of this amazing technology. This had many longterm benefits, the most obvious of which was that it secured a large brand following out of the starting gate. All in all, this made consumers even more excited to play with the Magic Leap 1 as they wanted to see how their favorite gaming software companies were contributing to the first era Magic Leap entertainment.
What an exciting day to be alive… especially as a Magic Leap software engineer!
Launch day brought with it a massive display of media. To properly execute the product launch, we created a series of video tutorials to teach users how to use and master their Magic Leap 1 device. We knew this educational series would live for as long as the product was in the market, so we had to make sure everything was perfectly accurate so users would receive the ideal experience.
Our intro series is a step-by-step explanation on how to get the most out of every Magic Leap experience. These videos live on Magic Leap’s website and are delivered with each product that is purchased.
Launch Day led up to the Magic Leap conference in Los Angeles.
The many videos we filmed for Magic Leap — both the creative and educational — led up to this moment. The world’s most influential techies gathered in L.A. to learn and play with the new Magic Leap 1. We photographed the event and used this media to further Magic Leap’s influence in the exciting world of gaming innovation.