HMD Fusion
HMD Fusion
From reveal to release: content
for HMD Fusion’s global launch.
Project
spotlight
I played a key role in the launch of HMD Fusion, creating content for its debut at IFA Berlin 2024, one of the world’s leading consumer electronics trade shows. My work spanned teaser campaigns to generate anticipation ahead of the reveal, event announcements and video assets showcased at the exhibition, as well as post-launch materials highlighting the product’s key selling points and ongoing, always-on content using renders and visuals from the 3D designer to sustain engagement.
Teasing
the event
Leading up to IFA, I produced teaser content to build anticipation while keeping the product under wraps. Using 3D visuals and phone renders from the design team, I created visuals with three characters from the Fusion device wallpapers—each symbolizing a key product feature: Restyle, Revamp, and Repair.
To maintain momentum, I also produced countdown posts and tied the product to Berlin, IFA’s host city. This included visuals with subtle product hints—like camera lenses and detailed close-ups—alongside cultural nods such as rotating vinyls and DJ decks inspired by Berlin’s musical heritage.
At the event
During the event, a video I created was displayed in the background to highlight the HMD Fusion device, featuring fan-inspired outfit concepts. The HMD Fusion is a modular smartphone that allows users to enhance both design and functionality by attaching different modules—such as extra battery packs, gaming controllers, or camera lenses.
To spark creativity and excitement, fans were invited to submit their own outfit ideas for the HMD Fusion. This not only engaged the community but also demonstrated how developers could design and produce their own custom outfits. Our 3D design team then transformed these submissions into detailed renders, and my video served as a showcase of the most imaginative and inspiring concepts.
See the video below.
Always on content
This includes leveraging created assets—such as phone renders and 3D visuals—to showcase the Fusion device. The examples below feature a carousel highlighting the camera, along with reels introducing the device, its gaming capabilities, and its repairability features.
