NETGEAR Orbi 970 — 30th Anniversary Full-Funnel Campaign
A 4-concept campaign for NETGEAR's flagship WiFi 7 launch.
NETGEAR Orbi 970 — 30th Anniversary Full-Funnel Campaign
A 4-concept campaign for NETGEAR's flagship WiFi 7 launch.
CLIENT
NETGEAR, a global WiFi and networking company. Via Homemade Pasta (Hmde),
a marketing agency.
DELIVERABLES
Full-funnel Meta ads (1:1, 9:16, 16:9) • Awareness, education, and conversion sequences • Mobile and desktop
landing pages
YEAR
2026
TL;DR
Art-directed a full-funnel launch with 4 concepts, 36+ ads, and 8 landing pages that worked as one system.
Designed the campaign as a creative test for the Orbi 970 30th anniversary, using AI-assisted workflows to explore and produce images at scale.
01
CHALLENGE
Make people care about the device they hide in a closet
Routers are a low-interest purchase, and WiFi 7's benefits are hard to explain in a scroll. The campaign had to reach families and homeowners with many connected devices, then build awareness, educate, and convert across a full Meta funnel.
02
APPROACH
Started with many ideas...
Within 2 territories set by the team, Boundless (performance) and Masterpiece (design), I used AI to break down the brief and spark early ideas, then designed and refined many versions.
03
APPROACH (CONT.)
...narrowed to 4
With the team and client, we narrowed to 4 directions, a safe and a bold take on each territory. Comparing the two versions of each territory answers one of NETGEAR's questions. does provocative creative beat traditional performance? Does pop culture beat product beauty?
SAFE
Familiar, proven approach
A • Boundless
Performance:
every device, running at once
B • Masterpiece
Beauty:
Orbi displayed like a work of art
BOLD
Unexpected, attention-grabbing
A • Boundless
Provocative:
a dare to test its full reach
B • Masterpiece
Pop culture:
a famous movie line, reworked
04
FUNNEL
Each direction became a 3-step funnel
Awareness — stop the scroll
A pop-culture line built to grab attention.
Education — prove it
Adds proof: up to 10k sq ft of coverage.
Conversion — close it
Turns the idea into a reason to buy.
05
SYSTEM
One system, live across every touchpoint
Each of the 4 directions ran on Meta across feed, Stories, and Reels, then carried into its own landing page. I generated scenes with AI and refined them in post to keep the product accurate.
SOCIAL ADS
16:9 • 1:1 • 9:16
LANDING PAGES
Desktop • Mobile
RESULT
36+ ads and 8 landing pages live across the funnel.
Let's build something worth noticing.
WORK WITH ME
CONNECT WITH ME
CODE77® is the design practice of Ezekiel F. Flores.
CODE77® is the design practice of Ezekiel F. Flores.
© • All rights reserved.
© • All rights reserved.