The ask

Make safe activewear cool.

Made a running brand synonymous with safety.


Runners judge the merit of performance apparel based on the three F’s: fashion, features, and function. We asked, what good is any of this if the wearer isn’t safe? To keep runners alive (and looking great) we equated being safe to being smart—something everyone wants to be seen as.

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


When the light is low, seeing runners can go from hard, to nearly impossible. To build awareness for Sugoi’s high-vis apparel, we demonstrated its ability to be a literal beacon in the night. More than a reflective detail, Zap Tech amplifies the vision of motorists to a point where they not only see something bright, they see that something 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