The Star Wars™ Lightsaber™ shake-sensor light-up birthday card is the kind of project that looks easy and ends up crazy-- but worth it. I was approached with the technology and asked to come up with concepts that fit the following experience: when you pushed the button, music began and part of the card would light up. When the card was shaken, lights were programmed to flicker and multiple sounds played.
This was new technology being introduced to the product line and I suggested a lightsaber concept because the consumer would intuitively know how to "wield" the card without a lot of instructional copy being necessary.
From directing the sound effects and music cuts, to working with engineers on light cues and programming capabilities, to communicating with licensing partners and ensuring brand continuity-- this was probably the most complicated card I'd ever worked on.
Sometimes the role of editorial director at Hallmark is about safeguarding the consumer experience-- and in this case I was very aware of how many Star War fans would love this card if we got it right. And we did. It won an international greeting card award (a "Louie") in 2015 and is still being sold throughout the country today.
See just a few customer reviews below, from Hallmark.com.
