Prior to developing product packaging and advertising, DIRECTED turned to Comet Creative for design and marketing concepts for their new Viper SmartKey. To understand the audience and smart phone app and vehicle product market, a SWOT analysis and consumer purchase study were conducted. Our research became a catalyst for ideas. Product “stories” were written accompanied by storyboards and corresponding analysis outlining demographics, focus, appeal, media and consumer characteristics. The Viper SmartKey is part of the Viper product line, the world’s best selling vehicle security and remote start brand.