CONTEXT

Supermatic Nidecker’s automatic entry snowboard binding — a functional innovation allowing riders an automatic connection with their board, compatible with any snowboard boot.

As the brand’s key product, it required communication that expressed both technical differentiation and experiential simplicity.

PROBLEM

How do you communicate mechanical innovation in a category saturated with technical claims?

How do you make product function feel immediate and experiential, rather than instructional?

STRATEGY

Rather than describing the mechanism, we translated the act of entry itself into the campaign language.

Using the binding’s physical sounds — clicks, ratchets and flexes — we worked with Got Moves to build the campaign’s soundtrack.

The core message, “Kick, Click, Go.”, captured both the physical action and the emotional release of riding.

The experience of using the product became the campaign.

EXCECUTION

Rather than describing the mechanism, we translated the act of entry itself into the campaign language.

Using the binding’s physical sounds — clicks, ratchets and flexes — we worked with Got Moves to build the campaign’s soundtrack.

The core message, “Kick, Click, Go.”, captured both the physical action and the emotional release of riding.

The experience of using the product became the campaign.

OUTCOME

Elevated the product beyond feature-based messaging into an experiential campaign identity.

Reinforced Supermatic® as a distinct innovation within a mature category.

Demonstrated how functional design can drive creative direction across media formats.