#ONLYEPIC
Pit Viper — Exclusive Brand Film
Overview
When Pit Viper approached us, the brief wasn’t conventional.
This wasn’t about broad reach or polished brand messaging—it was about creating something for those in the know. A film that lives inside the brand’s world, not outside it.
Together with Dank Haus Productions, we set out to build a piece that pushes tone, pace, and expectation—while still delivering at a high level of production.
Challenge
Pit Viper exists in a space few brands can occupy:
Loud, self-aware, and intentionally controversial
Built on humor, absurdity, and anti-corporate energy
Deeply connected to a cult audience
The challenge was clear:
Match the brand’s intensity without diluting it
Avoid over-polishing something that thrives on chaos
Create a piece that feels exclusive, not mass-market
Approach
We leaned fully into the brand’s DNA. The concept centered on the journey:
From the moment you hit purchase → to the moment the “vision optimizers” land on your face.
What could have been a simple product delivery story became a hyper-stylized, exaggerated system—a world where:
Every step is over-engineered
Every process is taken too seriously
Every moment feels both professional and completely unhinged
The tone walks a fine line between:
Corporate precision
Satirical absurdity
Execution
This was a full-scale production designed to feel anything but traditional.
We pulled out all the stops:
Built-out art direction and stylized environments
High-end cinematography with controlled, intentional lighting
Practical and CGI elements to heighten the world
Fast-paced editorial to maintain energy and unpredictability
The result is a film that feels deliberate, chaotic, and unmistakably Pit Viper.
Creative Direction
Directed by Dan Krauss, the film balances:
Hyper-commercial aesthetics
Deadpan delivery
Escalating absurdity
Every frame reinforces the idea that Pit Viper isn’t just selling sunglasses—it’s selling an experience, a tone, and a point of view.
Impact
The film strengthens Pit Viper’s position as one of the most distinct voices in the outdoor and lifestyle space.
By fully committing to the brand’s tone, the project:
Deepens connection with its core audience
Reinforces its cult-like identity
Demonstrates how high-end production can elevate—not sanitize—bold creative
Deliverables
Hero brand film
Social-first edits
Digital campaign assets
Team
Client: Pit Viper
Production: Well Good Productions × Dank Haus Productions
Executive Producer: Gareth “Gaz” Leah
Director: Dan Krauss
DoP: Adam Clark
Editor: Tom Dull
Production Coordinator: Hadley Michaels
Art Director: Ruel Brown
AC: Kai Czarnowski
Sound: Connory Johnson
Gaffer: Kenny Hoffmann
Grip: Larry Mondragon
Production Assistant: Lauren Echo
CGI: Kyle Gallagher
Key Takeaway
Not every brand needs to be safe.
This project shows how committing fully to a brand’s identity—no matter how unconventional—can create work that resonates deeper than anything designed for the masses.
“If it’s for everyone, it’s for no one.”