ORB Sport™ Smart Mouthguard Launch Campaign

It isn’t everyday you get build a tech brand from the ground up. But that’s exactly what happened when ORB Innovations asked us help them launch the ORB Sport Smart Mouthguard.

But first…what is the ORB Sport Smart Mouthguard?

Building the Brand

We had a revolutionary product on our hands, now we just needed a launch campaign and tagline worthy of it. My partner and I sold in the winning concept: We Are The New Guard.

We Are The New Guard encompassed a duality. It announced the arrival of a first-of-its-kind smart wearable. But it also was a rallying cry for a generation of athletes who were empowered to train, compete and recover more intelligently that ever before.

The Big Launch

In order to get eyeballs, we needed some juice, so we partnered with NFL running back Bijan Robinson to star in our first commercial. His “My Why” spot was a great showcase for the breadth and flexibility of the New Guard concept.