Customization breaking through category noise
Logitech/UE Fits
Challenge
Logitech had breakthrough at-home ear-molding technology that created perfectly custom earbuds. But "custom fit" and "never falls out" are claims every earbud makes. How do you make people feel what custom actually means before they've tried it?
Big Idea
We made the intangible tangible through visceral visuals. Named it "Fits" — because that's what they literally do. Coined "Lightform" to make the molding tech approachable, not clinical. Created highly visual, sensory-driven creative that made you feel the features before experiencing them. Showed what custom-fit actually does in your life, not just what it is.
Results
Launch sales exceeded benchmark by 27%
Sustained 18% increase in signups and pre-orders after launch
Spot: Brand
Spot: Product Demo
