BRIEFING is a well established and highly regarded brand in Japan but they are now expanding into the US where they are virtually unknown. They came to us to help them craft a unique and ownable positioning which would set them apart in the states where the competition is stiff. We leaned in on their truth. Creating 100% mil-spec products, BRIEFING born on the battlefield but elevated for everyday.
Creative Director: Kristy Koplin, Copywriter: Adam Zax