Established in 2002, Blackchrome is an Australian company that specialises in the design, manufacture and supply of custom sportswear. Blackchrome wanted to create a high-end video that not only showcased the diversity of their products, but also looked visually distinctive. They also needed to create two different versions, one for an Australian market, and one for the U.S. market.
To differentiate Blackchrome, we came up with the idea, “don’t fit in, stand out”. As a challenger brand in the category, we positioned athletes who wore Blackchrome as those who stood out against conformity. In an equally distinctive execution, we brought the idea to life through the cinemagraph technique.
This global video was instantly distinctive and recognisable, and positioned Blackchrome as the brand for athletes wanting to stand out.
