We launched EGO Power tool's new robot mower, Aura-R2, into a category dominated by rational, spec-led messaging. Our strategy shifted the narrative to emotion - anthropomorphising the mower and positioning it as a new member of the family, one everyone could connect with. The launch rolled out as a full go-to-market campaign across 14 markets, built around four core audience personas. I art directed a three-day shoot capturing: the hero film, launch hype film, product film and a global asset bank, overseeing the work from casting and locations through to post-production. We also created all in store POS, campaign collateral, digital, print & social.