The Gear I Rock

Client
Champion

Agency
Archetype

Production
Push

Contributions
Concept
Creative direction
Motion design

Filling out the briefs brief.

Champion were launching their new range of C-gear trunks. How to thread the needle of appealing to people who buy other premium underwear that starts with C while staying true to their brand identity and avoiding the glum, pouty aesthetics of typical underwear advertising? Get up-and-coming star Josh Heuston (Thor: Love and Thunder, More Than This, Heartbreak High) to bum around a sharehouse while being soundtracked by Korean–Australian rap collective 1300.

The hero video shipped with all the cutdowns a modern digital campaign needs and was accompanied by a rock poster campaign across the East coast shot by Sam Wong.