Zugu Product Launch Campaign

Client: Zugu
Year: 2024
Category: Content Strategy & Production
Services: Campaign Strategy, Content Production, Influencer Marketing, Product Marketing, AI Orchestration, AI Engineering

PDA had a brief that was equal parts dark, funny, and impossible to ignore: what if your iPad case could protect your secrets after you die? Zugu Case makes premium iPad protection. PDA made it existential. Sageworx made it real.

The concept: The In Case of Death Case — a smart iPad case paired with a wearable ring that monitors your vital signs. The second your pulse stops, it bricks your device. Your browser history, your photos, your embarrassing 2am downloads — gone. Automatically. With dignity.

Sageworx brought everything needed to execute: the technologist who built the app, and — in a move that took the idea into physical product territory — sourced a smart ring from an overseas manufacturer willing to modify and improve their hardware for the US market. A full product, built from scratch around PDA's concept.

The talent layer was just as deliberate. Marc introduced PDA to Rachel Mumford, formerly of Liquid Death and one of the sharpest influencer and creator talent managers working. Rachel was instrumental in landing creator Zane for the campaign's signature moment — a face-rip gag that was the kind of thing you watch twice just to make sure you saw it right. Marc executive produced end to end and edited the social spots that drove the campaign's reach.

The campaign earned press coverage including a Macworld feature interview with Marc and the CEO of Zugu — and the idea had legs well past launch, evolving into the In Case of Death Smart Ring.