Sakura Gelly Roll Retractable Launch

Role: Concept Development, Storyboarding, Scriptwriting

Challenge
Sakura Gelly Roll pens are iconic. For its first-ever retractable launch, the brand needed to move beyond pure nostalgia. The hurdle was both strategic and technical: Incubeta had to capture a new generation of creators in a scroll-first social environment, all while the physical product was still in production.

Solution
I ideated, storyboarded, and scripted a series of high-energy social videos that leaned into the tactile joy of the "click" as a satisfying ritual and cue to start creating. The copywriting balanced the brand’s legacy with a modern, playful tone that positioned the pen as an essential creative accessory rather than just a tool.

Impact
Successfully modernized a heritage brand for a digital-native audience, transforming a mechanical upgrade into a cultural moment. The campaign outperformed all benchmarks for Sakura across CTV and social channels, effectively capturing a new demographic of pen aficionados without alienating the legacy fan base.