907X 50C
This was a full-stack launch of a legendary product in two parts: photographic modernity with a new series of lenses and mechanical legacy offering compatibility with over sixty years of tools.Designed in two parts - "907X" represents the smallest medium format digital camera body ever, built on a classical design aesthetic but with compatibility for Hasselblad's newest XCD lenses. "50C" indicates the digital back, aesthetically a match to film magazines of the legendary Hasselblad V-system, instead with 50-megapixel sensor and cleverly designed touch screen. The two parts give creators the freedom to use mechanical cameras from the 1960's forward, and the most contemporary autofocus lenses. In one platform, 907X 50C cleverly mixes timeless aesthetics with modern usability.
Creatively, we challenged balancing an established brand vision and visuals innovations that delighted lifelong devotees and inspired new prospects. Put more bluntly: something that appeals to both boomers and zoomers.From a market perspective, the opportunity was immense but not without roadblocks. We were careful to respect the established habits and beliefs of legacy devotees, while illustrating the opportunity in adopting the brand’s contemporary innovations. I had the awesome experience in being a part of the use / experience design, directing creative content production, and executing a 360 marcomm treatment at launch with media activations, product experience events, and influencer partnerships.Shortly beyond the initial product launch, came the 50th anniversary of the Apollo 11 Lunar Landing 50th Anniversary. Since the early outset of American space exploration, Hasselblad cameras were selected as the tool of choice to document humankind’s exploration into the unknown. Capturing the momentous events in 1969 was a modified Hasselblad camera. To celebrate this, we developed and launched a limited edition run of 907X 50C with aesthetic treatments to the look and feel of the camera.