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Date
Aug 2024
Client
Craycol
Industry
Sports eyewear / D2C
Timeline
0 Months
Creative Strategy
The norm is one brand voice. We deliberately built three.
The algorithm clusters people by the content they respond to, so each system was designed to be found by its own cohort. For the marathons, a look and feel made for the occasion: Mumbai and Ladakh each got campaign aesthetics that announced the stall and matched the event's energy. For the functionality-first buyer, a fast-paced unboxing built to demonstrate, not decorate. Different speeds, different registers, one brand underneath.
Creative Production
One shoot brief, cut three ways: colour for beginners, speed for the functional, spec for the pros.
Multiple hook patterns per concept, each engineered to travel and to teach the algorithm who it belongs to. Four shoots across Bandra's Wings and Ladakh fed the system. The colour statics leaned into the product itself, built around the frames' own palette for beginner runners who buy the colour before the tech. Unboxings and concept films like Spoilt for Choice, all crafted without AI, all heading one direction: by race day, every runner already knew which pair was theirs.
Results, not prophecies
Three systems, one brand, no confusion at the stall. At the marathons, people didn't discover Craycol. They arrived knowing which pair was theirs.
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