Bonds transforms Dustin Martin into video game gladiator in new campaign via The Arc Factory

In the second installation of Bonds ‘Killer Undies’ campaign, Dustin Martin has been transformed into a 3D video game gladiator to promote BONDS’ new Tech Trunk ‘Killer Undies’.

The Tech Trunk ‘Killer Undies’ campaign is a new short video that was creatively executed by The Arc Factory and produced by Good Cop Bad Cop.

The new campaign launches across Australia this week and reflects the innovative technology behind the creation of the new underwear, which was developed in collaboration with Martin.

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Shot in a Melbourne warehouse, Martin battles through the CGI video game world as the champion gladiator, destroying advancing warriors and utilising his famous ‘Don’t Argue” fend. The Gamer is played by Maia, who Martin met after chasing his dog, Killer, through the streets of Melbourne in the first ‘Killer Undies’ campaign video released in February.

Designed in collaboration with Martin, Bonds Tech Trunks have been engineered to enhance the everyday. Including advanced quick-dry technology, innovative waist band and breathable mesh panels. The range features two styles, including a regular and long-leg trunk.

Says Emily Small, head of marketing, BONDS: “Dustin’s contribution has helped us deliver a new and elevated product with real sporting pedigree. On or off the field it is a stylish, functional addition to the underwear drawer.”

The Tech Trunk campaign includes in-store POS, online, OOH and digital.

Client: Bonds

Brand Manager: Kedda Ghazarian

Assistant Brand Manager: Taylah Johnson

Agency: ARC Factory

Creative Executive Producer: Peter Metzner

Account Manager: Crimson Dunstan

Photographer: Nick Leary

Hair & Makeup: Justin Henry

Film Production: Good Cop Bad Cop

Director: Marty Moynihan

Producer: Michael Metzner

Stunt Co-ordinator: Russel Frost

Stylist: Nicole Bonython-Hines

VFX / CG Supervisor: Mat McCosker

Concept Designs: Shannon Hoyne

Sound Design: Sonar Music