Challenge: Transform Raid from a product focused on utility and demonstrations to an entertaining brand people can resonate with while communicating our core value: stopping bugs instantly.

Insight: Society frowns down on murderers, but in cinema, we find ourselves often laughing with and rooting for a murderer. In video games, it’s even normalized.

Idea: Raid isn’t just any bug killer; we’re the most wanted bug killers, so why not exaggerate that in human form?