Inspired by the natural phenomenon of bioluminescence.
The Kraken Black Spiced Rum, in partnership with Australia’s skateboarding community, has launched 'SkateDark', a new creative platform saluting those who embrace the night.
The initiative, brought to life by creative agency Bastion, illuminates the adventurous spirit of The Kraken through the world of night skating.
Born from the mythical sea beast and inspired by the natural phenomenon of bioluminescence, The Kraken Black Spiced Rum brings a new experience to skaters.
Set at night, the campaign showcases skaters interacting with luminescent elements, creating a display of light and movement.
Through collaboration with up-and-coming pro skateboarders Aimee Massie, Jack Paterson, Corey Young, and Photoplay director Lester Jones, SkateDark aims to illuminate night skating in a fresh and unique way.
At the heart of SkateDark is the desire to empower skaters to take on the night. By collaborating with skaters, The Kraken experimented with a range of products and techniques such as luminescent spray, turning skateboards into glowing works of art.
"The SkateDark campaign is all about pushing boundaries and embracing the night. It’s a perfect blend of The Kraken’s adventurous spirit and the skate community's fearless attitude. We’re excited to see this campaign light up skateparks and social media alike," Bastion MD Matt Robinson said.
Photoplay director Lester Jones said this he wanted to ensure that the skating had integrity.
"And that we captured all our effects in camera to create a visceral texture and experience that really shines out from the depths of the Kraken darkness," Jones said.
As well as the social-first hero film, a behind-the-scenes film, merch kits featuring the bioluminescent paint, and a series of talent partnerships and UGC with up-and-coming skaters will continue to roll out through the Australian Winter.
This is Bastion's first work for The Kraken, following the acquisition earlier this year of AnalogFolk Australia.
Credits:
PROXIMO SPIRITS AUSTRALIA
Senior Brand Manager: Tom Ansell
Head of Brand Marketing: Amanda Scarlett
BASTION
Chief Creative Officer: Simon Langley
Creative Director: Thomas Marcusson
Senior Art Director: Ernesto Sumarkho
Senior Creative: Harry Roth
Chief Strategy Officer: Ben Hourahine
Senior Strategist: Hannah McHardy
Group Client Director: Kelly Henderson
Managing Director: Matt Robinson Client Manager (Talent & Influencer): Nicolette Stathopoulos
Senior Client Director (Talent & Influencer): Morgan Gregson
Senior Producers: Niki Bentley, Jessica Campbell
Producer: Kimba Warnes
Head of Post Production: Karlene van Opdorp
Senior Editor: Ben Zemanek
Colourist: Elvis Colour
Online Editor: Brad Smith
PHOTOPLAY
Director: Lester Jones
DOP: Miller Best
EP: Oliver Lawrance & Florence Tourbier
Line Producer: Brendan Lee
HECKLER SOUND
Composition: Johnny Green
Head of Sound: Dave Robertson
EP: Bonnie Law
