Electrifying
Creative Direction | Production | Strategy
Electrifying
Dir: Christian J Williams
Directed + Edit: Christian J Williams
Produced by DFYND
DP + Photography: Christian J Williams
BTS Coverage + Talent: Brandon Ro
PA: Forde Fraser
Client: Blaque Diamond
Music: Moon Deity
BTS Edit: Kendall Matthews
Taking inspiration from the wheel design itself, DFYND created a unique ad campaign that intended to put eyes on Blaque Diamond’s BD-F20 as well as brand the wheel design.
Many automotive aftermarket companies are ramping up marketing to the EV (electric vehicle) market as they become ever so more prevalent. In the ideation phase of “Electrifying”, Blaque Diamond required that this campaign target the EV market.
a 2023 Ad campaign shot for blaque diamond’s BD-F2o Wheel Design…
In order to brand the BD-F20 alongside EVs, it’s crucial that design is shown on an actual EV. A Tesla Model 3 was used in the film to give a better visual as to what the design actually looks like equipped and mounted with tires.
Car to car shots were filmed at various locations to show the wheels in motion.
The phrase “Cutting Edge” was thrown around when describing the look of the BD-F20. The overall theme of the video would be taking direct inspiration from the wheel design itself. Therefore an electric chainsaw would be incorporated, tying together a “Saw Like Design” and the overall encompassing “Sharp” and “Electrifying” themes.
The sound effect of a gasoline chainsaw can be heard in the beginning of the video, hinting at the phasing out of the piston era.
In order to transition from the indoor studio shots to the car to car scenes, a match cut of cutting a stump of wood to the rotating wheels on the car was used. Subtly hinting at the “Saw Like Design” cutting through the air.
To really sell these underlying concepts, a small set was built to relate the design of the face of the wheel directly to a circular saw disk. The result was a miniature land of saws that made for some creative frames.
For more behind the scenes of this production…
DFYND “Behind The Scenes” | EP. 3
Services Provided
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DFYND provided Blaque Diamond with ideation for a potential ad campaign that Blaque Diamond would run.
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DFYND provided all photography and videography production and post production services.
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DFYND provided iterations of the assets at hand with Blaque Diamond providing feedback to arrive at the final pieces of content to be used for the campaign run.