Role: Creative Director, Writer

Nobody runs toward rain. That was the problem, and also the opportunity.

The Apex Flex rain jacket was built to be comfortable enough to change that — to turn rain from something you dodge into something you'd actually go out in. A jacket that good needed proof that didn't sound like a jacket ad, so instead of telling people how comfortable it was, we gave them a reason to want it raining.

We teamed up with Spotify and the band White Denim to release the first weather-targeted song drop — an exclusive track that only unlocked in places where it was actually raining. No rain, no song. It's the kind of idea that only works if you fully commit to it, and we did: real-time weather data gating access to real music, tied to a real product promise.

Suddenly, checking the forecast wasn't dreading a rainy day. It was hoping for one.