The ask

Make safe activewear cool.

Made a running brand synonymous with safety.


Runners judge performance apparel based on the three Fs: fashion, features, and function. But to us, none of that matters if the wearer isn’t safe. To keep runners alive (and looking great) we equated being safe to being smart. Which starts with being seen.

  • Strategy
  • Naming
  • Product Positioning
  • Product Campaign
  • Advertising


When the light is low, it can be nearly impossible for a motorist to see a runner at night. To build awareness for Sugoi’s high-vis apparel, we demonstrated its ability to be a literal beacon. More than a mere reflective detail, Zap Tech amplifies a motorist’s vision to the point where they not only see something bright, they also see it for what it is: a fellow human being.

  • Interactive
  • Video
  • 2D Motion Design
  • Meta Suite Social Media

Being seen when it counts.

The visual nature of Zap Tech made it easy to demonstrate just how effective it is at night, while being virtually imperceptible by day.


All projects