Artist Stephen Wiltshire Demonstrates Immense Capabilities of Staples’ ProGel Pen

Advertising agency Launch Party has recruited neurodivergent artist Stephen Wiltshire to prove the immense capabilities of Staples’ new ProGel pen. The agency also handled the influencer outreach, and production.

The national ad is running on digital and social media. Launch Party won the assignment in January.

Staples launched the ProGel pen to challenge Pilot’s G2 as the number one pen on Staples.com - and in the US. The objective of the spot is to showcase its capabilities and features with an entertaining demonstration.  

Stephen can recreate super complex imagery from his photographic memory - so long as he has a pen that’s capable of keeping up with him. The spot shows him sketching a detailed cityscape using the new Staples ProGel pen while copy mentions the writing tool’s exemplary features, such as more than a half a mile of ink, ergonomic grip, smooth flow, and smudge-free ink. 

“Staples has not invested in its house brands, so discovering its voice, tone, and style was a stretch from the traditional performance-based approach,” said Ryan Kutscher, founder of Launch Party and head of production.

Launch Party discovered the artist’s abilities on social media and saw a natural connection with the product and a demonstration.