The Kraken Black Spiced Rum has launched its new SkateDark creative platform with creative agency Bastion. This marks Bastion’s debut work for The Kraken (Proximo Spirits Australia) following its acquisition of digital agency AnalogFolk Australia earlier this year.
In collaboration with Australia’s skateboarding community, the campaign transforms night skate parks into glowing arenas, inviting skaters to embrace the night.
SkateDark is championed by a social-first film directed by Photoplay’s Lester Jones, aiming to embody The Kraken’s adventurous spirit by capturing the fearless nature of night skaters. The film is elevated by luminescent elements including bioluminescent skate decks, chemiluminescence, and light-play.
“The SkateDark campaign is all about pushing boundaries and embracing the night,” said Bastion managing director, Matt Robinson. “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.”
The campaign was shot by cinematographer and skateboarder Miller Best, incorporating MiniDV, fisheye lenses, and still photography. It features up-and-coming pro skateboarders Aimee Massie, Jack Paterson, and Corey Young.
“This was such a fun project to be a part of, with a real sense of creativity at the core,” said director Lester Jones. “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.”
In addition to the hero film, the campaign is supported by merch kits featuring bioluminescent paint, along with ongoing partnerships and user-generated content with emerging skaters throughout the Australian Winter.
The work follows Bastion’s May campaign with the NSW State Emergency Services (SES) and the NSW Reconstruction Authority, the Future Flood project, aimed at raising awareness of flood risks by simulating flood events for residents in vulnerable areas.
In June, it was announced that Gaven Morris, managing director of Bastion Transform (the content and digital strategy agency within the Bastion Group), would be departing to assume the role of executive general manager of corporate affairs at Commonwealth Bank Australia (CBA), starting July 29.
See also: Bastion creates Future Flood simulation project for NSW SES
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 Client Manager (Talent & Influencer): Nicolette Stathopoulos
Client Manager (Talent & Influencer): Devon Kahika
Client Coordinator (Talent & Influencer): Annabel Smith
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