Divinikey Campaigns & Community
The right idea at the right moment does more than a good-looking asset ever could. I start from insight, what a community cares about and when they're paying attention, and let that shape not just how the work looks but when and how it reaches people. The craft matters, and so does the thinking behind it.
Role: Concept, Strategy, Art Direction, Direction, Graphic Design
CONTEXT:
Campaigns mostly run without paid media, so they have to earn attention from a community that knows the products well.
APPROACH:
Start from a community insight, a moment, or partner or company need, then pick the channel to fit: Instagram, Discord, YouTube, in person.
OUTCOME:
Gave the community reasons to show up: a deal worth acting on, a sixth year to celebrate and wear, and a look at the people behind the brand.
+213% units sold
Instagram 3K → 11K
no paid media
A Sale With a Reason: BCP Flash Sale
Concept | Strategy | Graphic Design
The Sarokeys × Geon BCP was having a moment, well-reviewed and in demand across the community. Instead of a generic markdown, I proposed timing a flash sale to Pi Day (3.14), giving it a hook and a reason to move now. I designed the promo graphic and we ran it directly to our own people, an Instagram post and our Discord, with no paid spend.
The result was a single spike that stood out against the entire half-year: in the week of the sale, product page views rose 287%, add-to-carts 286%, and units sold 213% over the week before. A small idea, timed and placed well, doing outsized work.
Insight: People already loved the BCP. They just needed a reason to buy it.
Pulsar x Demon Slayer Superlight Gaming Mice Flash Sale
One day, one premiere
Role: Concept, Script, Performance
Shot and edited by: Sean Prem
Insight: The premiere had nothing to do with us, but we knew a lot of our customers would be watching it.
The movie’s Western premiere had nothing to do with us, but our analytics and what we know about our customers pointed to a strong overlap with its fans. So we tied a flash sale on the Pulsar collab mice to the premiere, and concepted, shot, and shipped it in one day.
Video
Video is part of how I tell the brand's story across YouTube and social. I concept and direct from an idea first, then carry it through staging, lighting, direction, performance, and post, whether that's elevating a product test into a sizzle reel or directing a community Q&A as a one-take-styled vlog.
RAE Design Adamas Keyboard
In-House Promo Video
Role: Concept, Art Direction, Performance, Editing Direction
Shot and edited by: Sean Prem
Concepted and directed a product promo for RAE Adama, built around a typing and sound test and elevated into a sizzle reel with a "luxury diamond" creative concept. Staged, lit, and set-dressed the shoot, performed the test on camera, and directed the editor on cut and effects to realize the concept.
DK Day Community Q&A 2023
Role: Concept, Direction, Editing, Performance
Shot: Sean Prem
A community Q&A for our annual DK Day, shot one-take-styled through the visual language of a vlog to show the real people behind the brand. I concepted the format, sourced and curated questions from our community, cast and directed the performers, choreographed the camera movement and blocking, directed the camera operator through the shot, and performed on camera.
GMK CYL Black & Gold
One product, three ideas
Role: Concept, Script, Performance
Shot and edited by: Sean Prem
A gold keycap set gave us three ways in: make people laugh, make them want it, and push the theme as far as it would go. Short format, punchy and made for social.
The Stretch
A humor promo built on a stretch effect of my arm, made to stop the scroll.
The Sizzle
Just the set, up close. Let the gold do the talking.
The Gold Build
The set is gold, so we tried to build the most expensive keyboard we could around it.
Sales Event:
DK Day 2026: Year 6
Role: Concept, Typography, Art Direction, Web Design, Apparel Design
Illustration: Oleksii
Insight: Our DK Day graphics were always about the outside of the building. This year I wanted to show the people who make up our community.
For DK Day 2026, our sixth year, I built the campaign around one piece of key art. I designed the DK Day lettering and art directed Oleksii’s illustration of our community inside the shop: boards being tested, conversations over coffee, the storefront marked “6 Years.” From there, I extended the illustration onto the sale’s landing page, turning its brick wall and shelf into a spotlight module where each featured deal sits on the shelf under a price tag. I also adapted the art into Year 6 shirts in two colorways, with a chest wordmark on the front and the full illustration on the back.
DK Day Graphic
Concept | Typography
Illustration: Oleksii
Typography: Veasna Lim
Custom DK Day lettering for Year 6. Made for Discord banner.
Typography: Veasna Lim
DK Day 2026 sale landing page. The illustration’s brick wall and shelf became the spotlight deal module, restyled daily with each featured product.
Commemorative Year 6 Anniversary shirt, back print.
Divinikey Heavyweight Hoodie Animation
Campaign:
Divinikey Heavyweight Hoodie — Tactility & the Home/Work Line
Role: Concept, Art Direction, Photography, Video
Built around tactility, the garment's thick texture and a nod to the tactile switches in our world. Shot across film, digital, and the Lapse app; animated the hoodie from photos to carry its weight; layered paper textures into the video. Home objects sit in the warehouse set, so the space, like the hoodie, lives between home and work.
Note on product ownership
Products shown include Divinikey originals and partner brands carried in store. All photography and launch assets were created for Divinikey ecommerce and marketing channels.