Art Direction | Design | Production
Rap-V Launch for Rapala
The Rap-V Blade is the most versatile fishing lure ever created by Rapala. It’s the illegitimate love-child of a lipless crankbait and a blade bait, that can be fished in a wide variety of ways for a wider variety of species. Early in the process the product and marketing people at Rapala had trouble even describing to us what this “thing” actually was, and how we should talk about it. This led to a Frankenstein-meets-superhero approach to the story that could only be told in a way that was as unique to Rapala’s brand as the lure itself.
Challenge
We were provided the colors, the logo, studio shots of the lure and some underwater GoPro footage of a prototype in action. We didn’t have a physical lure we could shoot. And, ultimately, the product launched on a limited budget during a global pandemic.
Solution
A graphic-heavy approach that leaned into the wild packaging colorway, Swiss Army Knife utility, and unsavory demeanor of Rapala’s latest experiment.
Social Content
Animated GIFs were used on social channels to promote the launch, and made available on GIF keyboards like Giphy.
Agency — Pocket Hercules
Collaborating AD — Curtis Ward
CW — Jack Supple & Ryan Burk
CD — Jack Supple