Rab needed a seriously big impact film to launch a flagship product, Mythic Ultra. A super lightweight sleeping bag using pioneering, world-first Thermo Ionic Lining Technology, this little bag packs a seriously big punch, suitable to use in freezing conditions down to a crazy -8’C.
The campaign needed to stand out across paid social, but also needed to be hard-working within an e-commerce and retail environment.
The market was completely saturated with complex 3D, using epic zooms to highlight innovation. To create stand-out, we wanted to push Rab’s technical product films into new territory. Looking to technology brands for inspiration, but understanding the need to get the balance right between awe-inspiring visuals, technical details, and avoiding overload.
Using a studio-based live-action shoot and stop motion incorporating a probe lens paired with a mixed-media animation style with a confident and characterful type treatment, we set out to create a visual interpretation of key features, rather than a logical, detail focussed approach.