Marketing Campaign

UNO R4, A New Dimension of Making

Created for:
Arduino®
in collaboration with
Arduino Design Team
A space themed image of an Arduino UNO R4 WiFi flying a striped tunnel of lights resembling a space time travel.
Role:
Art Director & Design Team Lead
Art Director & Design Team Lead

Tools:

Figma, Blender, Adobe Suite

In 2023, we relaunched Arduino's most iconic board with a bold, multidimensional campaign centered on "expanding your universe of possibilities." I led the creative direction, crafting a multimedia strategy that merged 3D video, influencer storytelling, and community engagement. The result: one of Arduino’s most successful product launche in 2023

The Challenge

The UNO R4 represented the first major upgrade to the beloved UNO R3 in nearly a decade. We needed to speak to both die-hard Arduino makers and new users curious about electronics. The core challenge was launching a new board without cannibalizing the old one, while reawakening interest in the UNO ecosystem.

Concept & Strategy

We needed a concept that would resonate with both seasoned users and total newcomers. "The new dimension of making" became our central theme—a metaphor that framed the UNO R4 not just as a technical upgrade, but as a creative leap forward. Inspired by the language of space exploration, we envisioned the product as a portal to new realms of possibility.This approach allowed us to avoid head-to-head comparisons with the UNO R3, focusing instead on storytelling that emphasized growth, versatility, and imagination.

The visual system incorporated elements like wormholes, shifting planes, and alternate realities to underscore this narrative.Our campaign also included clearly defined personas:

  1. Experienced Makers – seeking powerful tools without steep learning curves.

  2. Newcomers – needing guidance and visual inspiration to get started.
    By aligning content types with each persona's mindset, we maintained a coherent narrative while addressing very different user needs.

A photo of a girl standing in the middle of her tech laboratory. She sits in the center of the scene holding two Arduino boards in her hands. In the background we can notice a 3D printer, and a few tech tools.
A photo of a girl standing in the middle of her tech laboratory. She sits in the center of the scene holding two Arduino boards in her hands. In the background we can notice a 3D printer, and a few tech tools.
A picture of two hands working with an Arduino R4 WiFi board on a gren mat on a desk. A professional display, a computer and a keyboard are also present on the desk.
A picture of two hands working with an Arduino R4 WiFi board on a gren mat on a desk. A professional display, a computer and a keyboard are also present on the desk.
A photo of David Cuartielles, cofounder at Arduino, standing in middle of the scene. The setting is a tech laboratory.
A photo of David Cuartielles, cofounder at Arduino, standing in middle of the scene. The setting is a tech laboratory.
Two hands, portrayed from a top view perspective. The hands are working with a few electronic components and an Arduino R4 WiFi board.
Two hands, portrayed from a top view perspective. The hands are working with a few electronic components and an Arduino R4 WiFi board.
A photo of a girl standing in the middle of her tech laboratory. She sits in the center of the scene holding two Arduino boards in her hands. In the background we can notice a 3D printer, and a few tech tools.
A photo of a girl standing in the middle of her tech laboratory. She sits in the center of the scene holding two Arduino boards in her hands. In the background we can notice a 3D printer, and a few tech tools.
A photo of two hands holding two Arduino boards side by side, as if the person is comparing them. In the background we can see a desk, on the desk a few electronic components appears.
A photo of two hands holding two Arduino boards side by side, as if the person is comparing them. In the background we can see a desk, on the desk a few electronic components appears.
A photo split in two. On the left there's a guy, an engineer, standing in the middle of the scene. He holds two electronic boards in his hands. The setting clearly represents a tech labroatory. On the right side of the screen, the photo portrays a hand holding an Arduino UNO R4 board.

3D Video by Tugrulhan Ektuna, Assembly by Giuliano Cozzi

Visual Development
& Design System

I developed a space-themed design language with dimensional distortion and celestial metaphors. I also created an Arduino-branded Figma system with reusable components, boosting production speed and visual consistency across teams.

Deliverables
  • 3D cinematic video commercial (in-house)
  • Modular social assets and paid ads
  • Technical deep-dives and tutorials
  • Inspirational content for new users
  • Influencer interviews and ambassador collaborations
  • Year-long editorial calendar
An animated GIF of the Arduino UNO R4 WiFi board. Only the silhoutte of the board is visible, completely dark in front a bright white backdrop. Only a heart blinks, in red, over a set of LEDs on a LED matrix.
An animated GIF of the Arduino UNO R4 WiFi board. Only the silhoutte of the board is visible, completely dark in front a bright white backdrop. Only a heart blinks, in red, over a set of LEDs on a LED matrix.
A hand hold an Arduino UNO R4 WiFi board, comparing it with an image of a similar board, on a computer display.
A hand hold an Arduino UNO R4 WiFi board, comparing it with an image of a similar board, on a computer display.
A hand holds an Arduino UNO R4 WiFi board, in front of a green mat.
A hand holds an Arduino UNO R4 WiFi board, in front of a green mat.

The campaign was seen as one of Arduino's most successful launches. Sales surged and stayed strong for months. Social engagement increased, and the new messaging style helped refresh brand perception.

Lessons & Next Steps

Strategic storytelling and scalable systems can accelerate and elevate creative output. Community involvement added depth. I plan to further explore interactive and real-time content formats for future campaigns.

Reimagining the visual world around the UNO was a personal and professional milestone. It was more than a product release — it was a celebration of possibility, honoring our community while inviting new users into the fold.

This is an image from a marketing campaign made in 3D. Two Arduino boards float in the air, an Arduino logo is featured in the top left corner while a claim saying "For all, forever" is placed in the bottom left corner of the graphic.
This is an image from a marketing campaign made in 3D. Two Arduino boards float in the air, an Arduino logo is featured in the top left corner while a claim saying "For all, forever" is placed in the bottom left corner of the graphic.
This is an image from a marketing campaign made in 3D. An Arduino UNO R4 WiFi board stands in the middle of the image, an Arduino Logo is featured center top, while at the bottom there's a marketing claim saying: "Out of this world, and into the future".
This is an image from a marketing campaign made in 3D. An Arduino UNO R4 WiFi board stands in the middle of the image, an Arduino Logo is featured center top, while at the bottom there's a marketing claim saying: "Out of this world, and into the future".
This is an image from a marketing campaign made in 3D.
This is an image from a marketing campaign made in 3D.
Three phone mockups stand in front a space themed background. Each phone portrays a graphic asset from the marketing campaign.
Three phone mockups stand in front a space themed background. Each phone portrays a graphic asset from the marketing campaign.

Thank you for taking a look

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Thank you for taking a look

See the previous project, or the next!
Your call!

Thank you for taking a look

See the previous project, or the next!
Your call!