It’s literally survival of the fittest out here. Enter the world's first social wearable.

Razer, universally known to gamers as delivering the highest quality gaming hardware, came to us to help launch their first product ever outside the world of gaming: The Razer Nabu.

Even though it was the winner of the People's Choice award at CES, the wearable market is crowded and the new band needed a bold idea to grab attention and introduce it as a serious challenger to the likes of Fitbit and Samsung.

We began with the creation of a mindless world where technology hampers productivity (ahem, it's sort of like the one we live in today except more apocalyptic). Staying connected and fit shouldn't require so much work. In our feature spot, there's a stark difference between those who haven't evolved and those who live smarter. 

We created a dynamic site to house the product info, but layered in a hidden zombie mode that was only revealed at the campaign launch. In this fun twist, fans were able to browse the product features as they related to zombie survival. 

Our launch packaging concept tied the features of the Razer Nabu to the launch video.