Expect the Unexpected

CRKT came to us with a bold challenge: create a brand, teaser videos, and a launch strategy for Joe Caswell's latest innovation—the Provoke X, a morphing tactical axe. The goal was to introduce a product that disrupts the knife and tool industry while capturing the attention of first responders, military personnel, and anyone whose work takes them into the unknown. Our mission was to craft a visual identity and cinematic experience that highlighted the axe’s unique mechanics, rugged design, and surprising action—all while building anticipation and excitement for its launch. From detailed 3D modeling and motion design to logo creation and strategic branding, every element was designed to position the Provoke X as a tool built for those who face extreme challenges head-on.

Services

Branding
3D Modeling, Rig, Texture, and Lighting
Motion Design
Social
Out-of-Home Activation

Branding

Positioned as a disruptor in the knife and tool industry, the Provoke X also needed a distinctive logo and brand identity. Beyond the product name, we designed a flexible icon built around the “X,” allowing it to stand alone in various applications and placements while maintaining strong visual impact.

Tagline

“Expect the unexpected,” reflects not only the tool’s surprising action but also the demands of its users—first responders, military personnel, and others whose work requires anticipating the unpredictable. While unassuming at first, a simple flick of the wrist brings the axe head to life, ready for action—whether it’s saving lives or overcoming extreme challenges, the tool is built for those who face the unexpected every day.

3D Modeling

After receiving the raw CAD file from the client, we refined the model by sharpening edges and smoothing the geometry for a more realistic form. A custom rigging structure was then developed to replicate the lifelike mechanics of the axe. Using Cinema 4D’s kinematic tools, we recreated the precise motion of its physical counterpart.

Texturing

With the model complete and functioning accurately, we moved on to materials and lighting. Textures were crafted to capture the axe’s steel finish, etched logos, and other distinctive details. Dramatic HDRI lighting was added to evoke a dark, mysterious, and rugged aesthetic, perfectly aligning with the product’s tough character.

Motion Design

Once modeling and file setup were complete, we began motion design. This stage required careful coordination of multiple cuts, camera angles, and lighting configurations. Real-world camera attributes with shallow f-stops were employed to create subtle depth-of-field effects, teasing the tool without revealing everything at once. Goal points were established to constrain the range of motion, ensuring the axe moved exactly like its real-world counterpart.

Finally, the animation was rendered using Redshift and exported to Adobe After Effects for compositing and the addition of final visual effects, completing the cinematic presentation of the product.