Projects Sonarpen 2
From vision to reality: the Sonarpen 2 ad
Overview
The SonarPen 2 is a groundbreaking smart stylus that redefines affordability and accessibility for digital creators. Building on the success of its predecessor, it offers premium features like pressure and tilt sensitivity, palm rejection, a physical shortcut button, and a precise, durable nib—all without requiring a battery. Designed by Greenbulb, the team behind the original SonarPen, this plug-and-play stylus transforms iPads into professional creative tools. With a mission to make digital art accessible to young and emerging artists, Greenbulb delivers a product that combines innovation, simplicity, and an unbeatable price—just a fraction of the cost of an Apple Pencil.
Unlike its competitors, the SonarPen 2 addresses key pain points, including durability and long-term usability. Its robust nib design withstands wear and tear, while its battery-free operation ensures longevity. Fully compatible with all iPad models released after 2017, the SonarPen 2 offers pro-level features across a range of creative apps, making it a versatile tool for artists, students, and educators alike.
Greenbulb continues its journey to democratize digital art.
Listen.
Create.
Make.
Refine.
Launch.
The Kickstarter campaign was pivotal in bringing this vision to life, building on the success of the first-generation SonarPen, which garnered support from over 2,300 backers and inspired more than 300,000 creators worldwide. With the SonarPen 2, Greenbulb continues its journey to democratize digital art, making creativity truly accessible to all.
Greenbulb entrusted me with directing the promotional video for their Kickstarter campaign, a pivotal element to showcase the product’s potential to backers. Over two months, I worked with a small crew to bring the vision to life, following a structured process: Listen > Create > Make > Refine > Launch. Here’s a breakdown of how this project unfolded and led to a successful campaign.
Create.
The story shaped the scope, resources, and messaging. Initially inspired by premium Apple ads, it featured the pen dramatically on a black backdrop. Client input refocused the concept on continuity with the SonarPen 1 campaign, emphasizing its new design and features. The final structure included:
- Hook: Striking visual introduction.
- Reveal: Showcasing SonarPen 2’s sleek design.
- Features: Emphasizing innovation and affordability.
- Call to Action: Driving Kickstarter pre-orders.
Detailed storyboards integrated framing, narration, and text, ensuring clear alignment between the client and production team.
Click the play icon to watch the video,
and the arrows to explore the process
Listen.
The project began with close collaboration with Greenbulb to capture their vision for the SonarPen 2. The stylus, a significant upgrade from its predecessor, featured a sleeker design, streamlined accessories, and compatibility with 2017+ iPads, positioning it as an entry-level stylus with premium features at an unbeatable price.
The video needed to appeal to a new Western audience while retaining SonarPen 1 users, highlighting affordability, portability, and quality without falsely competing with the Apple Pencil. My role was to align storytelling with the client’s design and marketing strategy, balancing aspiration and accessibility.
Create.
The story’s development was crucial, shaping the scope, resources, and messaging. Initially inspired by premium Apple commercials, the concept showcased the pen dramatically against a black backdrop. However, client discussions shifted the focus to continuity with the SonarPen 1 campaign, highlighting its new design and features.
The final structure included:
- Hook: Striking visual introduction.
- Reveal: Showcasing SonarPen 2’s sleek design.
- Features: Emphasizing innovation and affordability.
- Call to Action: Driving Kickstarter pre-orders.
Detailed storyboards integrated framing, narration, and text, ensuring clear alignment between the client and production team.
Make.
Production lasted three focused days, supported by a small, efficient crew and meticulous pre-production. Using Milanote, I centralized contracts, locations, model selections, and crew details, streamlining communication and keeping the project on track.
Three models were hired to demonstrate diverse use cases for the SonarPen 2. The Sony FX3 captured character shots, while the Panasonic Lumix S5 with macro lenses handled product close-ups. Specialized rigs, lighting, and a mix of practical effects and VFX in After Effects created seamless, floating product shots, emphasizing the pen’s design.
Refine.
Post-production took two weeks, refining five video versions to achieve the desired impact. Following the approved structure, iterative feedback from Greenbulb improved storytelling, pacing, and visual flow, resulting in a polished commercial showcasing the SonarPen 2’s value.
Final deliverables included:
- A main commercial for the SonarPen 2.
- A shorter video for the SonarPen USB-C model.
- Horizontal and vertical formats of both videos for social media.
Launch.
The SonarPen 2 Kickstarter campaign launched in November 2024, garnering widespread attention across social media and crowdfunding platforms. The campaign exceeded its initial funding goal of CAD $37,116, securing over CAD $44,000 in pledges within two months. With a successful roadmap in place, production and shipping are set to begin in April 2025.
For me, this project was a testament to the power of storytelling in video marketing. Seeing the tangible impact of the commercial on the campaign’s success was incredibly rewarding. I look forward to collaborating on more projects that allow me to blend creativity and strategy to help clients achieve their goals.
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