Z-One: Engineered To Stand Out
The launch of the Z-One wasn’t just about performance—it was about perspective. Rather than lead with marketing buzzwords, we let the product speak for itself through the voice of its creator. By spotlighting the industrial designer and showcasing the hands-on design journey, we gave players something rare: a transparent look into how elite performance gear is actually made. The result was a campaign rooted in honesty, craft, and bold visual storytelling.
The Visual Concept: Technology Meets Style
To reflect the Z-One’s clean, aggressive design, we leaned into a visual style inspired by top-tier performance brands. Every frame was considered—from the overhead shots of the designer at work to the layered projections of design sketches and product notes. The aesthetic balanced art and function, highlighting both the raw process and the polished result. It wasn’t just about showing a product. It was about showing where the product came from—and why that matters.
We infused creativity into the Z-One’s aesthetic by using a projector screen on a blank wall. The projector showcased design sketches and words to showcase the brainstorming process and evolution of the Z-One Design.
Visual StoryBoard For Video
The video campaign told the Z-One’s story in layers. Our storyboard followed a simple arc: spark, build, reveal. We opened with tactile close-ups—carbon fiber textures, 3D printer movements—before pulling back to reveal the complete head in play. The pacing was deliberate. The tone was confident. The result was a short film that felt as engineered as the product itself.
The Product: Player Persona Come To Life
Every detail of the Z-One was designed with intention. This head was engineered for elite offensive players who value speed, precision, and control. A narrow face shape and defined pocket zone made it perfect for quick releases and maximum ball feel. But what really set it apart was language—we introduced new terms like “sweet spot,” “travel,” and “lie” to help players better understand their connection to the gear. For the first time in lacrosse, we borrowed the analytical vocabulary of sports like golf and hockey and made it our own.
Z-One: Speed And Control
Everything about the Z-One pointed back to two core ideas: speed and control. From the moment a player picked it up, they could feel its responsiveness. And that’s no accident. Built in the USA using precision engineering and feedback from top athletes, the Z-One was created to keep up with—and elevate—the modern game. Through close-up photography and raw process visuals, we brought that feeling to life.
Behind The Design
To deepen the story, we created a behind-the-scenes video with industrial designer Evan McDonell. The piece unpacked the Z-One’s evolution from sketch to final form, giving audiences a look at the back-and-forth between design, engineering, and athlete testing. Released during launch week, it offered transparency into the product’s DNA—and added another layer of authenticity to the campaign.
NXT Showcase
We launched the Z-One where performance matters most: the field. Through a strategic partnership with the national NXT Showcase, we placed the Z-One in the hands of the top 50 high school players in the country. These players became our first wave of storytellers, bringing the product to life through gameplay and peer validation. It wasn’t about hype—it was about proof.
Post Launch Social
Our social strategy extended the momentum by leaning into real-time engagement. We focused on Instagram Stories, knowing that’s where our audience lives. We used quick-hit animations, swipable tech explainers, and high-impact visuals to create a seamless journey from intrigue to purchase. Every post reinforced the Z-One’s identity: built to perform, and designed to stand out.
