When we started, Level Lock was a prototype, a pitch, an idea—a lock that disappeared instead of interfered. And from there, over the course of two creative years, we built that idea a world. Not just a quick e-commerce website to move product—a world. Clean packaging. Helpful quickstart installation guides. Emotive product videos. Thoughtful brand videos. Robust product pages. Everything they needed (and continue to need) to give their idea a home.
Imagine the ghost of Christmas past, except they’re really cool and y’all keep hanging out after that first harrowing night. That’s Level—the first project that visited me at Character and one that’s (fortunately) stuck around, from the vision of product one to the reality of a multi-product smart lock titan.
Square Zero
The idea of “square zero”, of peeling back assumptions to find truth, is the seed that was planted and became Level. And as an ethos-based brand, we wanted to explain that directly with a video that focuses on showing you the world through their eyes.