gopro: HERO LAUNCH
GoPro set out to build a true entry-point camera at $199—an easy “first GoPro” that stripped everything back to the essentials. Hitting that price meant ruthless engineering decisions: fewer components, fewer materials, only the core features.
And in the process, something unexpected happened.
It got incredibly tiny.
The moment we got our hands on HERO, we knew the story wasn’t “entry-level.”
More than once, we heard expletive-laden exclamations that led us to:
“It’s 4K’ing Tiny!”
A simple creative rule unlocked everything:
Wherever you see HERO, it will be tiny.
We built a playful visual system that made the camera’s size the hero—while still communicating the essentials (4K, rugged, waterproof) in surprising, memorable ways.
