Challenge: SovoGear, the makers of a light-up, colour-changing hoodie, needed a way to reach their target demographic of runners, skateboarders, and tech enthusiasts to increase their sales.

Solution: SovoGear contacted me to market their signature hoodie. At the time, YouTuber Casey Neistat was making daily vlogs, and often did a segment called “mailtime” where he’d open up packages people sent him in the mail. I found the address of Neistat’s studio in Chinatown, New York, and sent him a version of the hoodie in hopes he’d open it and demo the tech on camera, and that’s exactly what he did (you can see him open and wear the hoodie at the 5.59 mark). The video has since received more than a million views, and excitement from the Neistat unboxing temporarily crashed SovoGear’s website.

Client: SovoGear

Sector: Wearable Technology

Project Type: Marketing & Brand Development

Date: 2015