Crypton approached Thirst with the challenge to re-establish their brand as the leading innovator in the protected fabric category. The company has been so successful in defining the Performance Fabric industry, that they are faced with competition that is billed as “Crypton-like.”
Our approach was to put the Crypton brand front and center, highlighting the amazing quality of their fabrics with an elevated spill shot. The resulting image campaign is confident, immediate, and memorable. The simplicity outshines the standard lifestyle imagery of the competition.