The Kraken Black Spiced Rum has launched a new campaign, 'SkateDark', in partnership with Australia's skateboarding community.

The campaign, created by creative agency Bastion, aims to celebrate those who embrace the night. 'SkateDark' transforms night skate parks into glowing arenas of bioluminescent wonder, celebrating freedom, energy, and attitude.

The campaign features skaters interacting with luminescent elements, creating a vibrant display of light and movement. This was brought to life through collaboration with pro skateboarders Aimee Massie, Jack Paterson, Corey Young, and Photoplay director Lester Jones. Creative features bioluminescent skate decks and accessories, chemiluminescence, and innovative light-play, all captured with dynamic cinematography.

Cinematographer and skateboarder Miller Best was involved in capturing the footage for the campaign, which incorporates a 60-second hero video plus 90-second behind-the-scenes video.

"The ‘SkateDark’ campaign is all about pushing boundaries and embracing the night. It’s a perfect blend of The Kraken’s adventurous spirit and the skate community's fearless attitude. We’re excited to see this campaign light up skateparks and social media alike," said Matt Robinson, Managing Director at Bastion.

Director Lester Jones added, "This was such a fun project to be a part of, with a real sense of creativity at the core. I wanted to ensure that our skating had integrity and that we captured all our effects in camera to create a visceral texture and experience that really shines out from the depths of the Kraken darkness."

Pro skateboarder Aimee Massie also expressed her excitement about the project, stating, "Coolest shoot ever".

As well as the social-first video, the campaign incorporates merch kits featuring the bioluminescent paint, and a series of talent partnerships and UGC with up-and-coming skaters.

This is Bastion's first work for The Kraken, following the acquisition earlier this year of AnalogFolk Australia.