Marketing Campaign
Back to the Soldering Future
Created for:
Arduino
in collaboration with
Arduino Team & Dario Laurita
Role:
Tools:
Blender, Adobe Suite
A playful, hands-on electronics experience: Make Your UNO Kit teaches soldering, debugging, and coding through an interactive, DIY version of the iconic UNO board. I led the creative direction, shaping a bold, nostalgia-driven campaign full of 80s flair and educational charm.
The Challenge
How do you make electronics exciting—and soldering accessible—for total beginners? Our challenge was to create a product and campaign that demystified hardware, captured Arduino’s educational ethos, and turned technical learning into joyful play.
Concept & Strategy
The campaign theme: “Back to the Future”—bringing retro-futuristic energy to the new generation of makers. Inspired by 80s and 90s TV ads, our strategy blended vintage aesthetics with a DIY narrative, celebrating the roots of electronics while empowering users to create their own board.
Video Concept by Anna Viganò & Fabrizio Garda, Assembly by Giuliano Cozzi
Visual Development
& Design System
We developed a bold, saturated color palette with analog-style graphics and nostalgic typography. The visual system was steeped in retro references: CRT distortion, VHS overlays, and campy infomercial tropes—all rendered through custom 3D assets and glitchy video transitions.
Deliverables
We launched with a high-energy campaign video styled like an 80s TV commercial, featuring a tongue-in-cheek narrator and channel-surfing sequence. Key deliverables included: 3D animations, web banners, packaging design, social media clips, and an interactive model for step-by-step assembly. Deliverables included:
Product packaging
Campaign video
3D renders
Web assets
Social content
The kit was embraced by both newcomers and nostalgic fans, praised for its accessible learning experience and unique presentation. It quickly became a highlight among Arduino’s educational products and sparked enthusiastic user-generated content online.
Lessons & Next Steps
This project reinforced the value of narrative in technical education. Visual storytelling and humor proved powerful in breaking down intimidating concepts. In future iterations, we’d consider expanding the concept into a full series of “DIY kits” with themed campaigns and learning paths.
Watching the final scene—a fictional telemarketing pitch by the real product manager—was a personal full-circle moment. It was silly, bold, and exactly what we hoped: an ode to 80s infomercials, Arduino-style.
