Paper Crowns Dials Up Launch Film for Herman Miller Gaming

New York creative agency Paper Crown infuses this launch film for Herman Miller Gaming’s COYL desk with a hefty dose of cool while highlighting the product’s core features and premium materials.

From Paper Crowns: “COYL reflects HMG’s vision for a more adaptable gaming desk. Balancing performance, flexibility, and personal expression, it was designed to support a wide range of setups and equipped with a signature coiled red power cord.

“We were charged with developing a launch campaign to visualize COYL’s performance and design. Using factory CAD data and a physical sample, we refined the product in CG and built true-to-product materials, creating a film that moves from abstraction into focused product moments.”
 

Images

 
Close-up of a sleek black gaming desk by Herman Miller Gaming, with a red coiled cable hanging underneath and a red clip on the side, showcasing modern and minimalistic design features. Frame from Stash Magazine article.

A close-up of a red, felt-lined magnetic door on a dark surface, from the Herman Miller Gaming COYL Brand Film by Paper Crowns. Discreetly conceals cables with the words EASY ACCESS in bold at the top left. Frame from Stash Magazine article.

A collage of ads showcases the Herman Miller Gaming COYL desk by Paper Crowns with black and red accents, featuring phrases like DIAL IT UP and SHOP NOW. Images highlight the desk’s sleek, modern design and gaming accessories. Frame from Stash Magazine article.

A modern gaming setup with a potted plant, a digital clock at 12:55, and a customized controller on a black perforated surface, with text highlighting Herman Miller-inspired modular features and accessory support—perfect for your next brand film. Frame from Stash Magazine article.

A modern desk setup with a monitor, lamp, plant, and desktop computer features a Herman Miller Gaming chair. A white backpack hangs on the left, and a red coiled cable dangles beneath the desk. The background is plain gray. Frame from Stash Magazine article.
 

Credits

 
Client: Herman Miller

Production: Paper Crowns