DIME EVO CAMPAIGN
Skullcandy came to us with a tight brief and even tighter timeline. The goal: launch the new Dime Evo, highlighting its new case and “on-the-go” appeal for Gen-Z consumers.
We crafted a campaign inspired by the product tagline, “Clip It and Rip It”, that matched the speed and style of both how the product is meant to be used and how this audience consumes content. Everything – from storyline and talent to photography, music, and editing – reflected that focus.
SERVICES
Concept Development
Creative Direction
Marketing Strategy
Project Management
Locations
Production
Post-Production
PRODUCT-CONSIDERED CONCEPT
We developed our campaign concept around the three product colorways, that together created one seamless hero journey story. Individually, each colorway was paired with a different talent and storyline, creating staggered and unique asset sets to support the launch across the collection family.
GAME ON
With just 10 days to execute and a week for post, we built our concept and production plan simultaneously. The fast-paced campaign showcased the Dime Evo in action, following three different lives through iconic NYC locations, all soundtracked by the product.
THE VIBE
A fast-paced look at the Dime Evo, and it’s quick-clipping and chargable product case, being used across three separate lives in everyone’s favorite city. Friends of the brand take us through their days, with the new Dime Evo providing the soundtrack.
CULTURE FIRST
Iconic New York City. Everywhere from LES to Canal St. to SoHo. From Washington Square Park to Williamsburg, over to Bushwick and Bed-Stuy. On-The-Pulse creative tastemakers, Malik, Cielle, and Krugs each brought their own style and personality to the story. Legendary NYC photographer Zander Taketomo put his skate and fashion-filtered lens to work, capturing everything on film.
STRAIGHT TO CONSUMERS
The results were revealed a week later, with the launch of the Dime Evo hitting across digital, social, dotcom, retail and partner channels, all consistently. Unique assets were created for each channel specifically, for further personalized and appropriate targeting of consumers. The launch was a success, proving to be one of the top three impression-capturing rollouts since the brand’s refresh.
