ANDROID

Role: Copy Lead

The opportunity: Launch the Mode watchband system for Android Wear—designed to boost user retention and drive sales by making wearable tech feel more personal, more playful, and way more useful.

The solution: A fully interactive web experience brought to life with character and 3D animation and a very strategic educational component woven through the story. The new locking mechanism became the star, allowing a narrative built around easily swapping bands to keep up with every version of you.

Why it matters: New tech doesn’t just need to sell—it needs to teach. We struck the crucial balance between introduction and education by turning utility into storytelling. By humanizing the product—office you, gym you, party you—we made it not just easy to understand, but fun to imagine in your life.