Communication, Packaging

When InFocus launched the world’s first personal projector, a tiny projector about the size of a paperback book, Edelman Worldwide commissioned The Felt Hat to design a press kit capturing the essence of the company’s new hero product. But we knew we had to instantly communicate the visual impact of such a compact personal projector. A photo wasn’t adequate and we couldn’t send projectors to every journalist.

So we created life-sized replicas of the projector, right down to a yellow dot for the lamp, and fashioned miniature and digital press materials to fit inside. The innovative kit was sent to media nationwide with immediate effect. USA Today went so far as to mention the press package in their page one story about the new projector.

The launch coverage was so successful it created the largest backlog of orders in the company’s history.