GoPro’s Repositioning Pitch
In this group project, I led the development of buyer personas and the creative brief. I kicked off the campaign direction by proposing a shift in GoPro’s narrative from focusing solely on young thrill seekers to highlighting parents who never want to miss a ‘first’ again. The concept positioned GoPro as a way for parents to stay present in the moment instead of feeling like the designated cameraman, creating a stronger emotional connection to the brand.
