Marketing Campaign
Arduino Plug, Play and Prototype
Created for:
Arduino®
in collaboration with
Arduino Marketing & Design Teams, Futency
Role:
Tools:
Adobe Creative Suite, Blender, Figma
The Plug and Make Kit is Arduino’s most user-friendly entry point into electronics and IoT — a plug-and-play system designed to get users building in minutes. As Creative Director, I led the campaign’s concept, visual strategy, and production management, delivering a year-long, multi-channel launch that showcased the product’s simplicity and transformative potential.
The Challenge
The Plug and Make Kit is a truly accessible entry into electronics and IoT. Our goal: reach users with no technical background and show them they could create projects instantly. We had to make the product feel inspiring, not intimidating.
Budget constraints made this a creative challenge. We had to maximize quality while producing a high volume of cross-channel assets — all without losing clarity or emotional impact.
Concept & Strategy
Our guiding idea: “Everything you can create, you can do in a snap.” We focused on simplicity and immediacy — showing users they could go from zero to maker fast.
The custom yellow PCB plaque became the campaign's visual hook — modular, tactile, and iconic. Each persona-driven message aimed to emotionally connect with different users, from tech skeptics to creative tinkerers. Familiar taglines like “Get your DIY dopamine boost” brought approachability and fun into the mix.
Everything was built around showing ease, speed, and possibility — all in a vibrant, modular design language.
Video by Futency, storyboard by Fabrizio Garda, Stefano Implicito & Tugrulhan Ektuna
Visual Development
& Design System
We leaned into the product’s modular nature, centering the bold yellow PCB and its snap-together components as the foundation for the campaign’s look and feel.
Arduino’s visual identity guided the framework, while pixel-style blocks and dynamic rhythms brought the modular theme to life. “Snap” became a core design cue — informing transitions, compositions, and grid logic. Each persona used a unique background color to target broader, younger audiences.
Our assets spoke the same visual language, from 3D renders and photos to illustrations and animations. Every piece reflected the hands-on creativity at the heart of Arduino’s ethos.
Deliverables
15-second ads on Meta and Google
Carousel posts, Reels, and Stories for Instagram, LinkedIn, and X
High-res 3D renders for documentation and tutorials
Lifestyle photography and static key visuals
Packaging and event collateral
Every asset was built for flexibility — 3D scenes became stills, video sequences became short-form ads. Tight production planning allowed us to get the most out of every frame.
The Plug and Make Kit campaign resonated well across Arduino’s audience. Community feedback highlighted its accessibility and inspiring tone, particularly among educators and first-time makers. Internally, the campaign received praise for its scale and the polish of its video production — especially impressive given the lean resources behind it.
Lessons & Next Steps
This project taught me to trust my team. Letting go of control led to results that exceeded expectations and strengthened collaboration. Next time, I’d push to be involved earlier — in product development and user research. Being closer to users at the start would help shape even stronger, more relevant narratives.
Midway through the shoot, I hit a wall. Exhausted and unwell, I stepped back — and my team stepped up. Fabricio and Tugrulhan led direction, Fabio supported production, and everything moved forward seamlessly.
I felt momentarily sidelined — but then proud. This was the best proof that our process worked, and that leadership sometimes means trusting others to lead.
