The MX Keypad is a programmable keypad with dynamic display keys — you assign what each key does, and the layout changes with the app you're in. We built the campaign around one idea instead of a feature list: flow, without friction. The things that break a developer's concentration are small — a buried menu, a shortcut you can't remember, four apps to open before you can start.

So we shot a developer rather than an actor. Will Wang, a startup founder in San Francisco who documents his own work on YouTube, already using MX hardware daily. His real tools in his real order of operations — Notion, Linear, Cursor, Copilot — with the keypad doing in one press what usually takes four.

Two shoot days in one location — one for film, one for stills.

The MX campaigns have an established look and we stayed inside it, minimal and clean, but shot in a real location instead of a studio. The window light, the surfaces, the depth behind the desk: it gives the frames texture a cyc wall can't, without pulling attention off the product.

The automations needed a visual language of their own, so the vfx was inspired by ASCII. When a key fires, the space around Will dissolves into characters while he stays untouched at the centre of the frame — the room falling away as he drops into focus. Type made of code, for an audience that works in it all day.

Six films in two sets of three. The awareness films run fast and are built for feel — each one lands a single moment of the keypad doing in one press what usually takes four, and holds up alone in the placements where you only get a second.

The three conversion films slow the same setup down to show the mechanics: macro recording as it happens, app-aware profile switching, page switching, AI prompts being triggered. Split screen keeps the keypad and the screen in frame together. Macro recording comes last, so the payoff is finding out you can build all of it yourself. An e-tail film carries the same material onto the product listing.

Around the films, product and lifestyle stills, key visuals, and social carousels — a library the Logitech team can keep pulling from after the launch window closes.