American Crew Ultramatte Launch

American Crew's Ultramatte is a matte-finish gel that creates subtly definitive styles. You could even call them inconspicuous. That’s why we used a heist storyline to launch the product.

We started with a 360-degree video that told the story of three striking criminals who steal American Crew’s trade secrets and then have to jump across rooftops and barrel down Barcelona’s alleyways to evade police. We created a site to host the video with a player that gave viewers continuous control the camera angle. Then we layered on investigation-themed sales tools and educational materials so American Crew's distribution force could get in on the action too.