Cloaked

Challenge

Personal cybersecurity is a crowded, indistinguishable category. Brands talks about threats in the abstract, relying on fear and faceless danger. Cloaked goes further. It preempts threats before they happen. However, their product and marketing failed to reflect this level of sophistication, leaving a category-defining platform hidden behind familiar tropes.

Solution

Threats don’t feel real because they’re invisible. Hackers are real people. By personifying the threat, Cloaked transforms security from a technical problem to a human one, creating a clear villain in a story where Cloaked is the obvious protector.

Results

We partnered with Cloaked to reframe the category through storytelling. Connected TV spots introduce hackers as unsettling, ordinary people (like Ron from Pensacola, Florida). The threat feels tangible and immediate. Across product and marketing, we evolved Cloaked’s visual language to position it as a safe haven: calm, confident, and secure. Darkness is used deliberately to surface vulnerability, reinforcing Cloaked’s role as the way users stay protected.