Action Heroes

Action Heroes was a limited-edition collection built entirely around 80s action movie nostalgia - action inspired flavours, a grenade shaker, headband and temporary tattoos, all wrapped in the kind of blockbuster-action-movie humour SNEAK's known for. It fits squarely into the brand's wider strategy of remixing culture people already love rather than inventing something from nothing - this time, action movies.

My role was leading the launch film, Sneak: First Blood - a mock 80s action movie trailer parodying the era's most over-the-top clichés: rooftop chases, dramatic training montages, unnecessary explosions, cheesy one-liners, played completely straight to heighten the comedy. I sourced the Bunny's custom muscle suit, wrote the script, sourced props including, and produced the whole thing with an entirely internal team of three. The products are woven into the action rather than announced outright, building to a full reveal of the collection at the end.

This time… it was SO personal.