Throne 3 Campaign
A Royal Refresh
Client: Predator Cues
- Branding update and concept refresh
- Art Direction
- Digital marketing campaign
CAMPAIGN REFRESH
Luxury billiard cues for the exceptionally well-to-do player. The Throne series is known for the high-end materials used in the cues’ manufacturing. Exotic woods, rare stone inlays, and – for this iteration – rose gold alloy.
PROBLEM: Separating the launch of this generation from the previous two.
SOLUTION: The Throne series always had royalty as its core concept. “Royalty” was refined further into “monarchy”.
There are five cues in the Throne 3 series. Each cue got its own visual treatment, which matched their separate designs. Cues would be featured individually roughly 80% of the time during the campaign. Group shots were only used once at launch.
DIGITAL MARKETING
The third generation of this product series deviated from its predecessors in its entirely digital campaign.
Social media platforms were utilized fully. Teaser graphics were scheduled three weeks prior to launch. Predator-sponsored pro-billiard players were also sought out to act as influencers for the campaign. Players known for their poise and dominance were specifically selected to enforce the regal persona. (Pro-player, Khalid Alghamdi, was especially happy to model for our photoshoot and enjoyed making "kingly poses".)
