Blackchrome Sportswear

Brief

Solution

Established in 2002, Blackchrome is an Australian company that specialises in the design, manufacture and supply of custom sportswear. They wanted to create a high-end video that not only showcased the diversity of their products, but looked visually stunning. They also needed to create two different versions, one for an Australian market, and one for the U.S. market. With massive competitors Skins and 2XU, we had to find a way to make them stand out.

To differentiate BlackChrome, we went with the idea of “don’t fit in, stand out”. We pushed the suggestion that simply buying their competitors garments was about conformity, and positioned BlackChrome as the underdog. To realise this idea, Anomaly created a video using a cinemagraph technique, involving everything in the frame being frozen, except for the people wearing the products. This created a supercool online video that was shared around the world, and showed their customers literally “standing out”.

Established in 2002, Blackchrome is an Australian company that specialises in the design, manufacture and supply of custom sportswear. They wanted to create a high-end video that not only showcased the diversity of their products, but looked visually stunning. They also needed to create two different versions, one for an Australian market, and one for the U.S. market. With massive competitors Skins and 2XU, we had to find a way to make them stand out.

To differentiate BlackChrome, we went with the idea of “don’t fit in, stand out”. We pushed the suggestion that simply buying their competitors garments was about conformity, and positioned BlackChrome as the underdog. To realise this idea, Anomaly created a video using a cinemagraph technique, involving everything in the frame being frozen, except for the people wearing the products. This created a supercool online video that was shared around the world, and showed their customers literally “standing out”.

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