What DoesProofLook Like?

We didn’t tell people Gore-Tex worked. We proved it.

Gore-Tex manufactures advanced waterproof-breathable fabric membranes. They don’t make outerwear or footwear, their customers do.

We helped Gore-Tex educate their customers' customers, from military personnel and first responders to outdoor professionals and serious enthusiasts who depended on performance in demanding conditions.

That created a challenge: performance isn’t judged in theory. It’s judged in the rain.

So we built a mobile rain room. We outfitted people in products made with Gore-Tex. We let them step into wind and driving rain.

Inside the rain room: a person in a hooded waterproof jacket sits cross-legged under steady falling rain, hands open and palms up, with a large industrial fan mounted on the wall behind them.

The conversation stopped being, “Will this keep me dry?” and became, “Why would I choose anything else?”