Sperm Racing,
turning biology into bravado.

Sperm Racing reimagines fertility testing as cultural theater. A world where personified sperm compete for the ultimate prize: existence itself.

The project reframed biology as sport, merging science fiction, satire, and brand storytelling into a single entertainment platform.

Our role was to design the full identity and launch campaign, from branding and web design to packaging and editorial, transforming a taboo medical topic into a shareable, swaggering universe that made fertility feel like a spectator event.