North American Impact
NYC Pop-Up Launch
Global Livestream & Press
Chinese telecommunications giant ZTE wanted to make a big statement with their first-ever global launch. Gradient was asked to bring a product universe to life, creating a cut-through moment that positioned the Axon M as a premium device in a crowded market.
Inspired by the innovative functionality of the phone - the first smart phone to feature dual screens - we developed an experiential platform inspired by 'duality'. The concept specifically connected with the millenial audience who embrace balance and juxtaposition in their identity and pursuits. From the Duggai Greenhouse in Brooklyn, the live presentation was also streamed across Asia and Europe. On-premise guests then drifted into an immersive demo-are with focussed experiential zones.