THE ASK:
How do we define a product so unique in it’s category that it’s hard to describe without context? While also creating awareness for a product people know nothing about?
THE SOLUTION:
Great brands have great stories — ours is simple within the side-by-side context, but the product is so much more than a side-by-side. It’s an anomaly. An outcast. So let’s tell that story and fully embrace the outsider status to stand out amongst the crowd of me too products.
The discipline of the look and feel will be rich and sophisticated so the audience will get a sense of seriousness to the product. Understand, it is a quality product. But it will have an edge and attitude to get attention and admiration for its toughness.
THE CAMPAIGN:
ROXOR is a Freak of Nature in its capabilities, constitution, and its vision. Because of this, it will attract other freaks – outdoor freaks, off roading freaks, gear head freaks, military freaks, entrepreneur freaks, company freaks, and those who have to freakin’ work for a living.
THE FLEX:
Joey Doran & Merritt Fritchie directed, designed, wrote, and developed ALL creative themselves (with the help of a badass account director, photography crew & editors of course).
Oh, and we need a mascot. Goat Freak.
Credits
Client : Mahindra ROXOR
Creative Director (copy) : Merritt Fritchie
Digital Director : Jeff Hupp
Account Director : Alicia Weber
Photography & Film: Aaron Brimhall, Cameron Goold, Producer: Ethen Roberts
Edit:Zach Dufresne