{"id":4290858,"date":"2025-05-20T15:07:53","date_gmt":"2025-05-20T13:07:53","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/pit-viper\/"},"modified":"2025-05-22T11:57:56","modified_gmt":"2025-05-22T09:57:56","slug":"pit-viper","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-dk\/case\/pit-viper\/","title":{"rendered":"Redefining performance with AI &amp; a face-meltingly creative campaign"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Pit Viper<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Redefining performance with AI &amp; a face-meltingly creative campaign<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"1085009755\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\tdata-for=\"f4bb91bd\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-button js-block-assets-and-copy-view-transcript text-sans-14\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\tTranscript\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<dialog\n\t\t\t\t\t\t\tid=\"f4bb91bd\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-dialog js-block-assets-and-copy-transcript-dialog\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<header>\n\t\t\t\t\t\t\t\t<p class=\"text-sans-16\">Transcript<\/p>\n\n\t\t\t\t\t\t\t\t<button class=\"js-block-assets-and-copy-modal-close\">Close<\/button>\n\t\t\t\t\t\t\t<\/header>\n\n\t\t\t\t\t\t\t<p class=\"block-assets-and-copy__transcript-content\">I had Low P. There I said it. So I decided to get serious about my performance. That\u2019s when I discovered Pit Vipers. \nI used to have low P. With Pit Vipers, I now drive fast cars and make loads of money. <\/p>\n\t\t\t\t\t\t<\/dialog>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tAI Transformation\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >Pit Viper may be based in Salt Lake City, but the eyewear brand is a full-time resident of Party Mountain\u2026<\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >Where the fun is relentless, the outrageous is real, and the gear is built for a good time <em>and <\/em>a long time.<br><br>Despite the brand having a loyal fan base, sales were declining and it was clear we needed to attract the next generation of Pit Viper fans to boost revenue. Yet the brand lacked upper funnel, awareness-driving creative.\u00a0<br><br>To ignite a hunger for their brand\u2019s unique blend of style and performance among their young audience, DEPT\u00ae helped Pit Viper leverage AI to deliver a face-melting campaign that authentically captured the mindset of Party Mountain and introduced newcomers to the brand, as part of the Google AI Lighthouse program.\u00a0<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/05\/Pit-Viper-Glasses-still-creative.jpg\"\n\t\t\t\t\talt=\"Pit Viper glasses\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Faster than a speeding bullet <\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>For this project, our biggest hurdle was its incredibly tight timeline: Pit Viper\u2019s campaign was set to launch in just four weeks.<br><br>To hit such an ambitious deadline, AI offered a massive advantage in its ability to accelerate the campaign\u2019s delivery.<br><br>However, we also knew that \u201cregular\u201d AI wouldn\u2019t work for a brand that\u2019s anything but regular. Because Pit Viper doesn\u2019t just make sunglasses; they make sunglasses that sunglasses would wear if sunglasses could wear sunglasses.<br><br>To successfully deliver an authentic representation of Pit Viper\u2019s unique brand of humour, we needed to leverage AI in a way that raised the bar for creativity\u2014which was where Google\u2019s AI Lighthouse and its challenge to make the \u201cimpossible ad possible\u201d came into play as the perfect program to drive our mission.\u00a0<\/p><\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"1085009645\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"start\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Grabbing AI by the horns<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>We kick-started the production process in less than a week. Our first task was to create a concept and script for the campaign, which needed to feature the product\u2019s performance outside its original realm of extreme sports.\u00a0<br><br>With no time to waste, we used Google Gemini to generate proofs of concept, which gave us a fuller picture of what didn\u2019t work, what might work, and what definitely worked.<br><br>From there, we iterated quickly and honed in on the most on-brand ideas by challenging Gemini to get down and dirty with Pit Viper\u2019s unique brand of wild and weird. While it wasn\u2019t the final creative route selected, our personal favorite was Meat Man\u2014yup, you\u2019re reading that right\u2014a daredevil snowboarder made of meat and rocking a pair of Pit Vipers.<br><br>These wacky ideas came together with our final concept for the campaign, \u201cRedefine Performance,\u201d in which our windbreaker-clad protagonist conquers his adversary\u2014low performance\u2014and showcases the versatility of his Pit Vipers in the process.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/05\/Pit-Viper-Glasses-meat-man.jpg\"\n\t\t\t\t\talt=\"Pit Viper Meat mean concept\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy has-less-t-space\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>To bring \u201cRedefine Performance\u201d to life, we turned our ideas into videos using Google Lab\u2019s Veo 2. This platform enabled us to create scenes that we methodically improved by structuring our prompts to include all the minutiae of a real-life production shoot: Lighting, camera angles, set details, mood, subject, and more.\u00a0<br><br>So, how quickly did we manage to pull things together? For comparison, a typical IRL campaign shoot takes days, especially involving multiple scenes. In Pit Viper\u2019s case, however, we were able to complete production in a matter of <em>hours<\/em>.\u00a0<br><br>In the end, our team crunched the numbers and estimated that\u2014by minimising traditional set design, shooting, and post-production needs with the help of AI\u2014we were able to achieve a <em>400%<\/em> decrease in our timeline.\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n<div class=\"block-stats-and-copy is-text-center\">\n\t<h2\tclass=\"text text-sans-48 block-stats-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Blast off<\/h2><p\tclass=\"text text-sans-24 block-stats-and-copy__text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-stagger=\"0.01\" ><a href=\"https:\/\/www.deptagency.com\/en-dk\/solutions\/ai-transformation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Our AI-powered approach<\/a> didn\u2019t just meet the deadline; it shattered expectations. Launched just before the Super Bowl, the campaign achieved a 3.8% lift in ad recall in only 4 days, validating the creative&#8217;s immediate impact and unlocking a 69% budget increase due to strong initial performance.<\/p>\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t92%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tVCR on Meta\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t6.5%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tAd recall lift\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t19%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tIncrease in sessions\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"mobile-asset\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"1085017849\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >For distribution, we relied on YouTube&#8217;s AI-assisted campaign solutions <\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>These allowed us to &#8220;blast the ad where it would be watched, not just seen,&#8221; optimising for awareness and reducing time spent on audience design by 60%, ensuring our bold creative reached the right eyeballs efficiently.\u00a0\u00a0<br>\u00a0<br>As a result, we saw a 6.5% ad recall lift among the core 18- to 24-year-old demographic and, overall, the campaign reached 10.3 million viewers within four weeks at an efficient $2.94 CPM. But most impressive was the 92% VCR on Meta.\u00a0<br><br>Beyond awareness, the work drove tangible business interest, contributing to a 19% increase in Google Analytics sessions post-launch.\u00a0<br><\/p><\/div><\/div>\n\n<blockquote class=\"block-case-quote\" data-animation-timeline>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"1\">\u201c<\/span>\n\t<p\tclass=\"text text-sans-24 block-case-quote__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-timeline-item=\"2\" data-timeline-at=\"&lt;\" >\u201cA 92% view completion rate is, I think, the highest that\u00a0<br>we\u2019ve ever seen on a 30-second ad\u201d<\/p>\t<br \/>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"3\" data-timeline-at=\"-0.5\">\u201d<\/span>\n\n\t<p\tclass=\"text text-sans-16 block-case-quote__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.015\" data-timeline-item=\"4\" data-timeline-at=\"-0.5\" >Natalie Kunstadter, VP Creative at DEPT\u00ae<\/p><\/blockquote>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"center-aligned-asset\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/05\/Pit-Viper-Glasses-still-helmet.jpg\"\n\t\t\t\t\talt=\"Pit Viper man with helmet concept\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":94,"featured_media":4290330,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#EC6BC3","dept_next_case_accent_color":"","dept_case_video":{"type":"local","id":4290573,"url":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/05\/pit-viper-video-clip.mp4","mime":"video\/mp4"},"footnotes":""},"client":[42830],"case-category":[42569,42576],"award":[],"person":[28006],"case-industry":[42592],"class_list":["post-4290858","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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