Audio electronics company JBL sought to target a new market – teen and young adult action sports athletes – with a new line of headphones specifically designed to be worn while skating, riding BMX, freeskiing, or snowboarding.
In addition to being sweatproof, the product featured a twist and lock fit, tested to never to fall out. Considering these specific product benefits and drawing on inspiration of action sports, Fuse developed the product’s name – Grip – as well as the brand’s positioning.
Then Fuse’s creative team began the process of art direction and campaign development, including packaging and collateral design. Among the key creative deliverables was global video content concepted, shot, and produced to build on the brand theme of travel and exploration.
Respected by action sports athletes for its advanced design, Grip became an important product in the JBL family.