How do we create disruption through a Phantom seeding offense that truly resonates with MVPs and Game Changers—tapping into the back-to-sports moment and empowering creators to Strike Fear with their new Phantoms? What we did We designed and produced a a mysterious, lab-inspired sealed box. When players break the seal, the Phantom’s inner voice speaks “Feed me.” Personalised for every recipient, the Phantom asks for goals, turning the unboxing into a true moment of adrenaline. Inside, a folder revealed tools to extend the experience: audio challenges that sharpen precision, target stickers for training, and inserts reminding players that wearing the Phantom 6 comes with responsibility—shoot relentlessly and level up their game.