L’Oréal’s Clarisonic brand had long ruled the sonic skin-cleansing space, but their fans were almost all women. Alpha Fit was their play for a new audience: urban, professional men. Our challenge was to break into that market without leaning on tired “bro” tropes. The “Sonic. Boom.” campaign used just two words to convey both the power and tech behind the device, pairing bold type with photography that made its small size feel almost surprising given the experience it delivers.