Inspired by the camera's revolutionary human head-like design, we found it natural that we would give OZO a personality of his own. At once wide-eyed and knowing, curious and sophisticated, OZO would become the center of attention of everything we did, from digital to print, to his splashy L.A. launch event. Throughout our work, we recited the mantra, "What OZO can do is remarkable... what you'll do with him will be extraordinary!"

Our phased approach revealed OZO bit-by-bit, through a series of pre-launch teaser sites and printed materials. We started with a dark, mysterious experience, adding light, color and information with each subsequent reveal. Finally in November, we released OZO in a fully vibrant product site – in perfect sync with our launch event. The event was attended by 500 VIP guests, who were treated to a bespoke party inspired entirely by OZO's remarkable capabilities and the extraordinary possibilities he affords. We transformed an empty space in downtown L.A. into a concentric circle-inspired OZO wonderland with a custom-built bar, furniture and lighting design, motion graphics, an evolving soundscape, and OZO's first-ever live broadcast event.

Over 500 VIPs attended the OZO launch event in Hollywood. As a result, Nokia received over 233 million U.S. media impressions, and more than 10.8 million impressions via 843 Twitter posts. The press were abuzz with news of OZO, generating 406 articles, including 257 articles published in the foreign press. Considering all this international attention, OZO could not have received a warmer welcome: 100% of the coverage was positive or neutral in tone.