Fat Free xRab
The Brief
Rab were looking for a high energy season launch video to activate their Autumn/Winter campaign. It was important to shine a light on the key brand pillars that differentiated Rab from others in the market in an authentic way.
It needed to retain the DNA of their explorer brand, whilst giving a sense of some of the technical proof points the new season ranges had to offer.
The Approach
Launching any campaign during a pandemic is never an easy task, and Rab had a distinct vision of how they wanted this content to land with their audiences. From the start, it was our intention to design content that could work in a multi-channel environment.
The animation style was deliberately fast-paced and full of momentum, to pull the viewer through mixed-media in a way that was unpredictable and confident. We didn't want to shy away from using brutal cuts and intense bursts of stop-motion, paired with a feeling of calm and reflection just for a beat.
The goal of the season launch content was to devise a creative approach that thrived across multi-channel environments. All shapes and sizes, from 6-second social bumpers to landing page banners on Rab's homepage for launch.