To brand their entrepreneurial new product for Chinese as well as American consumers, Armor Guys asked us to create a campaign featuring graphene—“the material for the 21st century.” We were tasked with explaining the origins of this revolutionary material and—while keeping proprietary secrets—dramatizing how graphene functions when woven into innovative textiles. Armor Guys desired the campaign to multi function as a sales pitch and as a fact piece for customers. . .

This first job for Armor Guys turned out to be a revelation in process. We needed to thoroughly research graphene—its chemistry, history, mechanics, technical aspects and appearance. This involved working closely with clients who were focused on inventing and protecting a very rapidly developing, proprietary industry.

In this first year, the clients decided they needed three spots—a spot introducing graphene, a second introducing Armor Guys gloves, and a third combining the two; and we came up with a flexible brand language that they felt profoundly expressed their values. Our design, style and content echoed features inherent in graphene itself—simple and clean, made of humble substances, yet modular and multifunctional.

The resulting spots dramatize how Armor Guys transforms graphene into durable work gloves that perform better than any work glove previously made, engaging both customers and clients with the huge potential inherent in a range of potential graphene products. They explain why textiles made with graphene can be thermogenic, resistant to bacteria, cutting, sunlight and enormous changes in environment, rigid or flexible as needed... and the list goes on.

The clients were thrilled at our non-boastful, modern approach. We won a MarCom Gold award and grateful praise. The spots were successfully used to boost that season’s sales a hundred percent and have been used every season since. We have also become the go-to video production company for Armor Guys as they annually launch new graphene products.