We are in a time of reimagining the workplace for billions of workers across the globe. And that chaos has resulted in chaos on our workstations. Everyone needs to be organized as well as connected to feel like an equal contributor—regardless of location. At Logitech, our goal is to democratize video meetings and support a lasting shift to working from anywhere by helping people connect face-to-face, stay up-to-date with their calendars, increase productivity, and facilitate the creativity that comes from collaboration. Offering Logi Dock as a tool for in-office and at-home work is a key part of that mission.

People hate cables. Which is why we created Logi Dock: Logitech’s all-in-one speakerphone and docking station that streamlines modern workstations. To launch this game-changing product, we wanted to illustrate the problem with the current state of work by creating a beautiful mess out of the clutter of a connected workstation and then therapeutically tidying it to eliminate the chaos and show the ideal state of what hybrid working can look like.

As a product for the complete hybrid workforce, our campaign targeted IT decision-makers, business decision-makers, as well as end users as a secondary target.

This meant we had to tease Logi Dock's integration with leading video platforms and use of industry standards like USB, HDMI, and Bluetooth. It was also available in two versions, one for Microsoft Teams and another for competing platforms. But Logi Dock also had to look good and have a valuable promise for the end user so they'll actually want to use it—not just because their IT person said so.

We were able to channel all of the chaotic energy of 2021 into masses of bespoke colourful cords, dongles, devices, and objects that envelop the home office from floor to ceiling. We played with the physics of the mess, the tension in the USB-A cables, how morning light casts shadows, and even added the scuff marks on the vintage speakers. In the end, bliss was carved out of the chaos after Logi Dock sliced through villainous objects and tangled wires to create a spotless workspace.

The video launched primarily on YouTube. Paid media placements drew eyes from IT decision-makers, business leaders and end users.

The video was received incredibly well across the design and IT communities. Reaching over 3.5 million views on YouTube and boosting excitement and hype around the product before it hit the shelves.