THE RADICAL RULEBREAKING CREATIVE AGENCY

In January 2023, RAWSPARK was tasked with ideating, developing and creating a launch campaign for OWNDAYS’ new product line, the AIR ULTEM, a collection of fashionable but light, durable, flexible spectacle frames.  

The Objective: Come up with a campaign that showcases the unique features of the AIR Ultem – its flexibility, lightweight, comfort, durability and range of fashionable designs, due for launch in April.

The Delivery: One 30-sec spot, Still Photographs, Product 3D Renders and Display ads, loaded out-of-home and digitally, worldwide.

So we being the rulebreakers we are said: “Let’s not do lifestyle ads.  Instead, “LET’S SHOOT A MUSIC VIDEO with dancers, pulling off their most flexible, most intricate dance moves on the floor”, with AIR Ultem, in AIR Ultems.  Victoria and Scott were some of the most talented names in contemporary, Jazz and Hip-hop, so we worked with them to choreograph an entire movement sequence.  We wrote a simple direct narrative, and even paid a few homages to pop-culture references from films like “Beetlejuice” and music videos like Michael Jackson’s “Black or White”.  We left the rest to choreographed camera work, spatial design and 3D modelling (yes those glasses were modelled from scratch).

The results?  Well feast your eyes and tell us!