Jibo

The Challenge

• Differentiate Jibo from a sea of smart home products that focused on utility but lacked personality (e.g., Alexa, Google Home).

• Introduce the product's movement, warmth, and expressive intelligence in a way that created immediate emotional resonance.

• Inspire trust in a completely new category—social robotics—by making the unfamiliar feel familiar.

Approach & Strategy

Customer Research & Insights

• Identified a core audience of tech-forward “optimists”—smart home enthusiasts disillusioned by lifeless digital assistants.

• Framed our creative approach around a single emotional truth: “We were promised the future—and Jibo finally feels like it.”

Narrative & Concept Development

• Developed a series of short vignettes highlighting moments between Jibo and its owner, evoking a warm, almost pet-like presence.

• Tapped into the cultural nostalgia of The Jetsons to build an emotional bridge between the futuristic and the familiar.

• Emphasized Jibo’s unique movement, expressiveness, and charm, setting it apart visually and emotionally from static devices.

Creative Execution

• Directed and produced two core videos for launch:

• A hero brand video introducing Jibo as a new member of the home.

• A product-forward direct response spot focused on features and benefits with a storytelling lens.

• Crafted tone, script, and visual direction to balance tech credibility with delight and warmth.

Impact

• The campaign launched alongside the official product release in Q4 2017, coinciding with Jibo being named Time Magazine’s Invention of the Year.

• Videos became the primary storytelling assets on the company’s homepage and across social, sparking conversation and visibility for a category-defining product.

• Helped shape early media coverage and consumer perception, positioning Jibo not just as a smart device, but as a lovable presence in the home.