Electric Announces Launch of ‘Atramental’ Campaign
Press Release: SAN CLEMENTE, CA – Electric announced today the launch of the 'Atramental' campaign.
2013 brings a revitalized Electric identity, re-engineered logo, expanded product lines and a newly launched website. With the evolution of the brand comes the launch of the 'Atramental' campaign. Derived from the process 'to atrament', turning an object to black, 'Atramental' focuses on a pure and honest form of documentation.
"The elevation of the brand required a more sophisticated, timeless and truthful approach. The new campaign strives to capture moments rather than forcing unnatural situations. The return to black and white imagery is a natural evolution to the brands future, but continues to pay homage to Electric' s past." – Jack Bailey, Electric Creative Director
The 'Atramental' campaign features uncompromised imagery of such artists as Parisian based photographer Dominic Hayden Rawle, whose passion and talents have led him to shoot for such iconic fashion publications as Vogue Hommes, W Magazine, and Nylon Magazine. Filmmaker and Electric brand ambassador Mark Choiniere will also play a large role in bringing the campaign to life. Mark's raw and unique approach to storytelling is the perfect compliment to Dominic's iconic stills.
Slated to break on all of Electric' s media platforms, the 'Atramental' campaign can be seen in a multitude of global publications.
Electric is a global, premium, sport and lifestyle accessory brand rooted in Southern California's rich action sports, music, art and customization culture. Electric's unrelenting approach to the elevation of style, quality and function in its products has earned the brand a renowned position. Today, Electric designs and markets an extensive line of sunglasses, snow goggles, backpacks, luggage and accessories through a primarily action sport and sporting good global retail network including the Americas, Europe, Japan, China and Australia. Since 2011, Electric has been a part of the Kering group*, a world leader in apparel and accessories which develops an ensemble of powerful Luxury and Sport & Lifestyle brands (* PPR will become Kering, subject to approval at the Annual General Meeting on 18 June 2013).
For more information go to: www.electricvisual.com/atramental