JBL Soundbar MKII Launch
To support the global launch of JBL’s new soundbar lineup — which included the Bar 2.0 MKII, Bar 2.1 MKII, Bar 300, Bar 500, Bar 800, and flagship Bar 1000 — I was brought on to lead the creation of the full New Product Introduction (NPI) asset package. From concept to final edit, I directed every phase of the project to deliver a suite of polished, high-impact marketing content.
The Challenge
JBL was preparing to launch a refreshed soundbar lineup — the Bar 2.0 MKII, Bar 2.1 MKII, Bar 300, Bar 500, Bar 800, and Bar 1000 — and needed a complete asset package to drive global marketing across retail, e-commerce, and digital platforms.
They required visuals that could flex between premium lifestyle and product hero shots, all captured efficiently and consistently across six models.
My Approach
Every product deserves a story that feels as considered as its design.
For the Mk2 Soundbar lineup, my goal was simple: create a visual world where the product’s innovation and the consumer’s aspirations met naturally.
Through intentional casting, location design, and editorial flow, I shaped a campaign that feels both aspirational and attainable
The Results
In just two days, we created a complete NPI asset library supporting JBL’s multi-channel launch efforts.
The visuals captured the energy and design excellence of the Mk2 series — helping elevate consumer engagement, drive retail interest, and strengthen JBL’s leadership in the home audio space.