Royal Purple is a small fish in a category of heavyweights, competing against oil companies with budgets it will never match. Outspending them was not an option and out-speccing them changes nothing, because every competitor prints the same numbers. The only available advantage was an emotional one: give the audience a reason to feel something about the brand.
We built the Outperformer Series, a platform about people who refuse the norm rather than products that exceed it: professional BMX riders, engine builders, extreme sports athletes, each told as a cinematic mini documentary and then extended across digital, paid, social, print and out of home. We concepted the platform, selected and directed each story, and produced a modular library of hero films and cut-downs at thirty, fifteen and six seconds.
The brand strengthened its position with younger performance audiences, built on authenticity and shared affinities rather than budget, and its values arrived as human stories rather than specifications.
SCS was the agency of record. As a founder and its Chief Creative Officer, I led the creative across every touchpoint.
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