GoPro has spent decades defining the action camera category, turning the moments we live into stories worth sharing. As Associate Creative Director of Digital, I led the creative direction for multiple camera launches, shaping how each new camera was introduced, understood, and experienced across GoPro’s digital ecosystem. At the center of the most recent HERO13 Black and MAX2 launch moments was a completely redesigned Learn + Buy experience, built to support deeper brand and product storytelling while introducing activity-based camera bundles tailored to how people capture content.

The launch also introduced new ways to bring GoPro’s hardware and software capabilities to life through richer content, modular feature storytelling, and a cohesive product narrative that carried consistently across the site, email, and other digital channels. Together, the work created a more connected and editorial approach to product storytelling — balancing GoPro’s technical innovation with the inspiration and adventure at the heart of the brand.