Silverskin
Content & Storytelling
Year
2023
Filter by service
Areas
Creative,
PM,
Research,
Strategy
The request
Silverskin asked us to develop a positioning strategy that would strengthen the brand's identity and differentiate it from competitors. The request also included the creation of engaging storytelling and video content that could emotionally connect with the audience, highlighting the brand's core values.
The challenge
The main challenge was to transform Silverskin from a brand focused on technical product attributes into one that deeply connects with its audience through authentic storytelling. Silverskin granted us significant creative freedom, but with the responsibility of operating within a limited startup budget. We needed to craft a communication strategy that not only highlighted the product's distinctive features, such as breathability, anti-odor properties, and elasticity, but also resonated with the target audience: individuals who tackle extreme challenges, like cycling at dawn in harsh weather conditions. We had to balance narrative innovation with the necessity of maintaining high production quality, optimizing available resources, and ensuring a strong impact both online and offline.
The insight
In a market where competitors primarily emphasize the technical features of their products, we chose a different path. We transformed Silverskin into a cultural brand by focusing on what inspires and motivates people who engage in extreme sports. This approach allowed us to create an emotional connection with the audience, reducing dependency on paid sponsorships and increasing organic reach through authentic and participative communication.
The solution
To bring this vision to life, we developed a communication strategy that told authentic and powerful stories, linked to the values and passions that drive extreme sports enthusiasts. Our campaign came to life through a series of emotionally impactful videos that not only showcased the technical features of Silverskin products but also captured the experiences of those who rise at dawn to cycle over mountain passes in extreme conditions. We created video content spanning two years of activity, handling every aspect from storytelling and scripting to shooting, post-production, and sound design. The campaign covered every communication channel, both online and offline, including social media, events, and community activities related to trail running and cycling. Thanks to this strategy, Silverskin has evolved from a technical brand into one with a strong cultural identity, capable of inspiring and deeply connecting with its community.
