TRYX Camera Launch
How a quirky Casio camera found its place in a market that already had a camera in every pocket.
My Role
Campaign Strategy | Copywriting
Creative Direction | Retail Strategy
The Problem
A standout product in a fading category.
When Casio launched the TRYX, a quirky, oddly hinged camera, the point-and-shoot category was disappearing. Most phones had cameras that were good enough for most needs.
The product had real merit. A 270-degree swivel frame and high-quality filters. But none of that mattered if the campaign couldn’t answer the obvious question: why would anyone carry a camera when they already carry a phone?
The Approach
Sell the perspective, not the spec sheet.
The competition wasn’t other cameras. It was complacency. So we stopped arguing about features. I developed the campaign theme “Express Your Perspective,” positioning the TRYX as a tool for self-expression. Not for the photographer. For the kid making a music video in their garage, the teens at the skate park, the individual wanting to capture a different point of view.
The Work
Form on display. Filters on everything.
The campaign rolled out across print, an 11-panel Times Square billboard, a full CES monorail station takeover, key retail partnerships, and a digital campaign. Every execution put the camera's hinged form in unexpected situations and ran every image through Casio’s own filters. The campaign didn't describe what the camera could do. It showed it.
The print campaign featured full page, full spread, and full spread +1 formats.
The Times Square billboard came together under an extremely tight deadline. This 11-panel display supported the launch at Best Buy.
Casio partnered with Best Buy and B&H Photo to heavily promote the launch with retail signage and displays.
We took over a monorail station at CES to promote the introduction of the TRYX at the annual tech convention.
The TRYX won Best of CES for design. And demand outpaced supply at retail, even with distribution challenges that limited availability.
The bigger result was strategic. In a category that was supposed to be dying, Casio launched a camera that people actually wanted. The campaign gave them a reason to want it.
A small camera that punched well above its weight.
The Result