DieHard Torture
DieHard is probably the best named brand in the world. Despite an amazing name, no one talks about the brand unless their battery dies.
We decided to see what it would take to kill the batteries, to see if we could start a conversation. After a multi-year series people described as “feats of electrical engineering” folks were happy to talk, including the New York Times, Wired, Gizmodo, a few million YouTube viewers, tens of thousands of Twitter-ers, and all the major award shows.
web films
"Symphony"
Director: James Frost @ Academy Films / Editor: Ruben Vela II @ Optimus
Recognition: D&AD in book, London International Awards Bronze, NY Festivals 2 silver, 1 bronze, Andy Finalist, AICP finalist, Luerzer's Archive Best Spot, Ad Age Viral Top 10, Tomorrow Awards, Webby Awards, AICP Next Winner.
"Lights"
Director: Henry Alex-Rubin @ Smuggler / Editor: Ruben Vela II @ Optimus
Recognition: One Show Interactive merit, Cannes Shortlist, featured in Contagious Magazine, Over 1.3 million views, Comedy Central's funniest ads 2010.
"Elephant Gun" / "Extreme Power"
Director: James Frost @ Academy Films / Editor: Ruben Vela II @ Optimus
social + media
Social media (mostly Facebook & YouTube) comment sections blew up with doubters, so we penned an article in Make: Magazine, created behind-the-scenes videos, and provided access to DieHard engineers to give answers and spread truth.
