Client
THOK DESIGN
Role
Designer & Creative Director
Year

2022

Deliverables

  • Creative Direction

  • Visual Design

  • 3D Motion

  • Photography Direction

  • Digital

  • Social

  • OOH

Context

THOK Design is a premium brand specialising in high-end mechanical keyboard accessories. The Bloq marked the brand’s first entry into programmable hardware, requiring a launch that positioned the product as both technically advanced and meticulously crafted.

The challenge was to introduce a small, niche product to a global enthusiast audience while conveying precision, quality and innovation across every touchpoint.

https://www.youtube.com/watch?v=KyDzgvIz8Rk

Introducing The Bloq.

0:22 duration

My Role

  • Defined the creative direction and visual language for the product launch

  • Directed high-end product photography for use across web, social and OOH

  • Led 3D animation and motion work, including product fly-throughs and exploded-view sequences to communicate build quality and functionality

  • Designed campaign assets across social, landing pages and physical placements

  • Structured the launch into phases, beginning with teaser content to build anticipation before revealing full product details

  • Ensured all assets met a consistent standard of craft, lighting, materials and tone across disciplines

The focus was on showcasing the Bloq as an object of precision, not just a gadget, while maintaining flexibility for ongoing content use post-launch.

The Approach

I led the creative direction for the Bloq launch, overseeing visual design, motion, photography and campaign rollout. This included setting the creative vision, directing specialist collaborators and ensuring consistency across digital, social and physical environments.

I worked closely with photographers and 3D artists to deliver high-fidelity visuals that accurately reflected the product’s design, materials and functionality.

The Outcome

  • Delivered a cohesive, high-quality launch across digital, social and physical channels

  • Generated strong engagement from the global mechanical keyboard community

  • Drove over 3,000 mailing list sign-ups ahead of release

  • Elevated brand perception and increased interest across THOK’s wider product range