THE (RETRO)FUTURE
ROLE: CREATIVE STRATEGY, COPYWRITING, EVENT STRATEGY
The Challenge
Tech is in a creative renaissance, but launches haven’t caught up yet. Despite all the hype, most product keynotes still follow an overproduced, predictable, and sterile format. rabbit needed to break convention and introduce the r1 with a moment that felt as playful, analog, and unexpected as the device itself.
The Solution
We turned the keynote into a retrofuturistic pick-up party that celebrated rabbit’s physical design language and cultural playfulness. Taking cues from toy drops and analog tech, we blended theater with interactivity: conveyor belt unboxings, light installations, and AV-reactive booths. Every detail translated the r1’s tactility into an IRL launch that felt iconic, immersive, and unapologetically Rabbit.
