F.K.A. Modern Warrior

SCOPE

YEAR

TERRITORY

Rebrand + Launch Campaign

2024

Los Angeles

BRIEF

Modern Warrior was rebranding as Arli Arms, consolidating three distinct new firearm lines under one name — the DSG AR-15, the Modern Warrior 12-gauge, and the HH 1911. The campaign had to introduce the new brand, launch the flagship Beverly Hills location, and give each line its own identity without flattening what made it specific.

The work needed to carry across web, social, and out-of-home.

APPROACH

We built the campaign around three archetypes, one per line: an operator in the hills at dawn, a paramilitary character running towards a threat, a rancher at golden hour. Three worlds, three products, one voice-over thread running through all of them. The resounding motto "Good enough just doesn't cut it" that resolves into the campaign line.

Everything was shot practically across three days: the Arli shop for the gunsmithing process, Southern California hills for live fire, and a working ranch. Milling, and dremel work were captured as craft rather than manufacturing. On the range we ran super high-speed to hold detail at the moment of fire. The hero moment arises when an AR-15 is pulled from a puddle of mud and fired in a bounding overwatch maneuver to show the claim of reliability of the weapons. Demonstrated rather than stated.

RESULT

The campaign launched the Arli Arms rebrand and the flagship Beverly Hills location across web, social, and out-of-home. The three-archetype structure has continued as the brand's visual framework since.

DELIVERABLES