PICO 4 Ultra – Expanding Reality
A Creative Journey
DELIVERABLES
Brand System Development
Key Visuals (KV)
Design Adaptation for Launch, Promotions & Seasonal Campaigns
Motion Graphic Direction
TEAM
Client: PICO VR
Agency: 20ten Creative
Creative director: Dan Bacon
Art director: Jose Luengo
YEAR
2024
OVERVIEW
After the success of our previous campaign for PICO, we were entrusted with creating a new brand system for the PICO 4 Ultra, the most powerful PICO headset to date.
The challenge was to differentiate it from the PICO 4, establish a premium yet flexible visual identity, and ensure it worked seamlessly across retail, digital, and promotional assets.
CRAFTING A STYLE
We explored two visual concepts, each designed to enhance the immersive and expansive capabilities of the PICO 4 Ultra.
Moodboards were created to align the vision with current industry trends and PICO's brand DNA.
NEW HORIZONS
A futuristic approach that plays with horizon-like gradients, symbolising limitless possibilities in virtual and mixed reality. The visuals reinforce the seamless blend between digital and physical worlds.
ADDED DIMENTIONS
Inspired by layered portals, this concept highlights the depth and interactivity of the PICO 4 Ultra experience. Geometric patterns and lighting effects create a sense of tactile immersion, reinforcing the headset’s ability to open new dimensions of reality.
SKETCHING
Created sketches to refine the composition, lighting, and visual structure before digital execution.
FIRST ROUND
These key visual explorations tests various layouts, colours, textures, and treatments based on the two core concepts.
Each variation experiments with dynamic depth, light play, and futuristic gradients, reflecting the seamless transition between digital and physical worlds.
FINAL KEY VISUAL
The final Key Visual embodies immersive innovation, positioning the PICO 4 Ultra as the gateway to new VR and MR realms. A seamless futuristic gradient enhances depth, symbolising the transition between physical and digital worlds.
The floating composition of the headset and controllers conveys freedom and immersion, while bold typography reinforces "Reality Amplified" with confidence. This sleek, adaptable design ensures a premium, high-impact presence across digital, retail, and promotional spaces.
ADAPTATIONS
The success of the PICO 4 Ultra launch set a versatile design foundation, adapted across Christmas, Black Friday, and Easter campaigns. This cohesive approach ensured brand consistency, reinforcing PICO’s premium and immersive identity across all seasonal promotions.
