diehard torture
No one talks about their battery until it fails. So we set out to change that for quite possibly the best named brand in the world. The idea: l see if the batteries live up to their name or if we could kill them. After a multi-year series people called “feats of electrical engineering” people were happy to talk about batteries, 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.
