VibeOX — Lukas Seel

Brand concept, identity, voice and launch production · MultiversX, 2025

VibeOX launched in June 2025 to help people turn ideas into apps without first learning to code. I developed its concept, identity and voice, then produced a campaign spanning film, a public launch broadcast and Times Square.

Beniamin Mincu pointing toward the VibeOX campaign on the Nasdaq screen in Times Square. The astronaut, VibeOX name and MultiversX credit are visible on the billboard. — VibeOX in Times Square, June 2025. Frame from the public launch film.

The launch centered on an astronaut with a laptop and a drink, sitting on a beach. The character carried through the identity, film and billboard, with a simple invitation: “Dream it. Build it. Own it.”

Working with the founder, designers, developers and production partners, I wrote and co-directed the launch film, produced additional video assets for the broadcast, and produced the Times Square campaign. The character and campaign appeared on the Nasdaq screen above the square.

An astronaut sitting barefoot in a deck chair on a beach, with a laptop and a drink. The words Vibe shift appear beside him. — The image announcing Vibe Shift, the public launch broadcast.

Watch the launch broadcast The Times Square launch

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