Smartwatch and headphone users aren’t just looking for another gadget; they want a device that seamlessly fits into their active lifestyle and supports them throughout their day. INNOOVA, Sprinter’s line of wearables, offered advanced technology products but needed a campaign that captured the energy and distinctiveness required to stand out in a competitive market. The brand needed to find a way to emotionally connect with its audience — people aged 25 to 45 who value both technology and the performance of their electronic devices. The challenge was to turn these wearables into essential items that not only stood out for their quality but also became a natural part of users’ daily routines. However, they wanted to go further—they wanted to make grief-related information more accessible and understandable, while maintaining sensitivity and helping families face this moment without taboos or uncertainty. Our job was to strengthen their communication, giving shape and continuity to what they had already started. It wasn’t just about providing information, but about emotionally supporting families at every stage of their grief.