The event and campaigns behind a Best of CES winner.

Make an unfamiliar category impossible to overlook.

A new AI device needed more than a feature list. People needed to understand what it was, recognize its personality and have a reason to talk about it. rabbit’s orange hardware and app-free proposition gave the launch a distinctive starting point.

My work connected three parts of bringing that story to market: the CES media event, creator partnerships and recurring social campaigns.

Give futuristic technology a familiar cultural language.

I co-developed Retro Future around the appeal of tactile consumer electronics: the devices people remembered, the physical interactions they enjoyed and the visual language they recognized. It connected r1’s nostalgic hardware design with its new AI proposition.

That direction gave us an ongoing creative concept. I organized and collaborated on shoots, wrote social copy and helped build a playful, participation-oriented voice. The brand had a way to keep showing up after the initial announcement.

Build the experience. Extend the story.

The live moment: a media and creator launch at CES.

I delivered the CES media event at Wynn Las Vegas, aligning the founder, product team, designers and creator partners around the launch. I connected the product narrative, creator communication and live experience so the campaign held together across teams and touchpoints.

The distribution: creator partnerships with commercial discipline.

I managed messaging, negotiation, budgets, tracking and performance analysis across 5–10 creators and newsletters. Relationships included iJustine and Unbox Therapy. The work joined creative communication with the practical terms and measurement needed to run a campaign.

The continuity: a recognizable brand campaign.

Retro Future extended the product’s identity into recurring content and audience participation. Selected posts recorded approximately 26K–45K views; selected polls drew roughly 490–742 votes in historical snapshots. The creative gave people a familiar entry point into a new technology category.

A breakout launch. Recognition, reach and demand.

The keynote production partner reported 10.5M+ X views and nearly 5M YouTube views in its first week. These figures describe the overall launch; my ownership was the event, creator and social work above.

Tom’s Guide selected r1 for its Best of CES 2024 awards; The Shortcut named it Best AI Gadget in its CES 2024 awards.

The hardware later received the 2025 iF Design Award and Red Dot Best of the Best recognition.

The artifacts behind the case.