ASTRA is challenging the gaming giants with a focus on mindfulness and tactile feedback. They wanted a tool, not a "toy." Origo crafted the launch strategy and visual language for their flagship product, the R21 controller.
We focused on the intimacy of touch and the tool should leaving only the seamless experience. We focuses on the connection between the human finger and the interface.
The best tool is always the one that disappears when you use it. We believe technology should feel less like isolated hardware and more like a natural extension of the self bridging the gap between a user’s intent and the device’s action without friction.
We utilized macro photography and soft, diffused studio lighting to deliberately highlight the texture of the materials the precise grain of the grip, the matte finish of the buttons.
The campaign avoided aggressive gaming tropes, opting instead for a quiet, museum like presentation that elevates the device to an objet d'art.
We successfully shifted the narrative from raw "performance specs" to "sensory experience." This premium positioning allowed ASTRA to command a higher price point and immediately differentiated them as the leader.
