TicPods Free
Translating Brand DNA into Product Storytelling
YEAR
2018
Art Direction
Visual Design
Market Research
Project Management
Photography Production
Video Production
MY ROLE
BRAND Mobvoi US
PHOTOGRAPHER Eduardo Figueroa
VIDEO PRODUCTION Glass & Marker
LINK TicPods Free on Indiegogo
CREDITS
When Mobvoi, a Chinese AI company known primarily for Wear OS smartwatches, decided to enter the U.S. audio market with their first true wireless earbuds—TicPods Free—the challenge was clear: How could an emerging brand differentiate itself in a saturated market and build meaningful connections with American consumers through a crowdfunding campaign?
OVERVIEW
• $50,000 goal met within 4 minutes of campaign launch
• $2.8M raised in 90 days
• Positioned Mobvoi as a credible player in the wireless audio space
KEY RESULT
The approach began with consumer research through focus groups targeting three distinct segments: existing Indiegogo backers familiar with wireless earbuds, potential backers without previous campaign experience, and general consumers considering wireless audio options.
This research revealed critical insights that shaped the campaign:
Early adopters approach Indiegogo as explorers of innovation, willing to support solutions to genuine daily frustrations
Price sensitivity remained a significant concern
Fear of earbuds lacking secure fit was widespread among potential users
With these insights, the narrative aligned with Mobvoi's core mission: pushing boundaries in human-machine interaction. The campaign spotlighted the TicPods Free's intuitive touch controls—a distinctive feature that resonated with tech-savvy early adopters seeking meaningful innovation.
RESEARCH & INSIGHT
We aligned our storytelling with Mobvoi’s brand mission: pushing the boundaries of next-generation human-machine interaction. The campaign spotlighted TicPods Free’s intuitive touch controls—a standout feature—to connect with tech-savvy early adopters seeking innovation.
The visual and messaging strategy focused on three core themes:
Technology – Highlighting advanced AI-driven functionality
Interactive – Demonstrating intuitive user experiences
Movement – Communicating lifestyle integration and active usability
This direction ensured both the product and the brand narrative felt distinct, aspirational, and relevant to our audience.