This unique initiative, brought to life by creative agency Bastion, illuminates the adventurous spirit of The Kraken through the thrilling world of night skating.
Born from the mythical sea beast and inspired by the mesmerising natural phenomenon of bioluminescence, The Kraken Black Spiced Rum brings a captivating new experience to skaters. The ‘SkateDark’ campaign transforms night skate parks into glowing arenas of bioluminescent wonder, celebrating freedom, energy, and attitude.
Set at night, the campaign showcases skaters interacting with luminescent elements, creating a vibrant display of light and movement. With skate inspired cinematic techniques and an edgy, bold presentation, the campaign highlights the fearless nature of night skaters, embodying the core values of The Kraken brand.
Through collaboration with up-and-coming pro skateboarders Aimee Massie, Jack Paterson, Corey Young, and Photoplay director Lester Jones, ‘SkateDark’ aims to illuminate night skating in a fresh and unique way. The campaign features bioluminescent skate decks and accessories, chemiluminescence, and innovative light-play, all captured with dynamic cinematography that honours the free-spirited world of skate films.
Cinematographer and skateboarder Miller Best ensures the footage captures the authenticity and energy of skate culture. The campaign’s non-linear film style, combined with elements like MiniDV, fisheye lenses, and still photography, creates a textured and lively visual narrative.
At the heart of ‘SkateDark’ is the desire to empower skaters to take on the night. By collaborating with influential skaters, The Kraken experimented with a range of products and techniques such as luminescent spray, turning skateboards into glowing works of art. This innovative approach not only enhances the visual appeal of night skating but also reinforces The Kraken’s commitment to embracing the unconventional and daring.
Matt Robinson, Managing Director at Bastion, shares: “The ‘SkateDark’ campaign is all about pushing boundaries and embracing the night. It’s a perfect blend of The Kraken’s adventurous spirit and the skate community’s fearless attitude. We’re excited to see this campaign light up skateparks and social media alike.”
Lester Jones, Director at Photoplay, comments: “This was such a fun project to be a part of, with a real sense of creativity at the core. I wanted to ensure that our skating had integrity and that we captured all our effects in camera to create a visceral texture and experience that really shines out from the depths of the Kraken darkness.”
Aimee Massie, pro skateboarder, says: “Coolest shoot ever 🔥”
In addition to the social-first hero film, a behind-the-scenes film, merch kits featuring the bioluminescent paint, and a series of talent partnerships and UGC with up-and-coming skaters will continue to roll out through the Australian Winter. This is Bastion’s first work for The Kraken, following the acquisition earlier this year of AnalogFolk Australia.
Credits:
PROXIMO SPIRITS AUSTRALIA
Senior Brand Manager: Tom Ansell
Head of Brand Marketing: Amanda Scarlett
BASTION
Chief Creative Officer: Simon Langley
Creative Director: Thomas Marcusson
Senior Art Director: Ernesto Sumarkho
Senior Creative: Harry Roth
Chief Strategy Officer: Ben Hourahine
Senior Strategist: Hannah McHardy
Group Client Director: Kelly Henderson
Managing Director: Matt Robinson Client Manager (Talent & Influencer): Nicolette Stathopoulos
Senior Client Director (Talent & Influencer): Morgan Gregson
Senior Producers: Niki Bentley, Jessica Campbell
Producer: Kimba Warnes
Head of Post Production: Karlene van Opdorp
Senior Editor: Ben Zemanek
Colourist: Elvis Colour
Online Editor: Brad Smith
PHOTOPLAY
Director: Lester Jones
DOP: Miller Best
EP: Oliver Lawrance & Florence Tourbier
Line Producer: Brendan Lee
HECKLER SOUND
Composition: Johnny Green
Head of Sound: Dave Robertson
EP: Bonnie Law
