EAT THE WILD
Client
Skull Island
Role
Art Direction, Music Direction, Campaign Design, Social Animation
Agency
Bonfire
Year
2026
A campaign that stopped behaving like seafood advertising. Then stopped behaving altogether.
The Problem
Skull Island Prawns was losing share to cheaper home-delivered competitors. The product was premium, wild-caught and distinctly Australian, but the market was filling up with the same claims: fresh, wild, premium, delivered. In a category where everyone was starting to sound alike, Skull Island needed more than another product message. It needed a reason to be chosen beyond price.
The Insight
Premium seafood advertising is usually very well behaved. Polished plates, lemon wedges, clean kitchens and soft appetite appeal. It says quality, but it also makes brands easy to ignore. Skull Island had a sharper truth to work with: wild. Not just as a sourcing claim, but as a behaviour the brand could own.
The Problem
Skull Island Prawns was losing share to cheaper home-delivered competitors. The product was premium, wild-caught and distinctly Australian, but the market was filling up with the same claims: fresh, wild, premium, delivered. In a category where everyone was starting to sound alike, Skull Island needed more than another product message. It needed a reason to be chosen beyond price.
The Insight
Premium seafood advertising is usually very well behaved. Polished plates, lemon wedges, clean kitchens and soft appetite appeal. It says quality, but it also makes brands easy to ignore. Skull Island had a sharper truth to work with: wild. Not just as a sourcing claim, but as a behaviour the brand could own.
The Execution
Eat The Wild turned a product truth into a campaign system. The hero film, built like a heavy metal music video, made a giant Skull Island prawn the frontman of an underwater metal performance, featuring an original WA-made track by producer Matt Templeman. The same world then carried into social, OOH, print, product photography, creator activity and delivery pieces. Heavy metal gave every channel a consistent behaviour: loud, raw, premium and unmistakably Skull Island.
The prawn was built in Blender from real product reference. The model kept the shell shape, markings, legs, tail and antennae before being rigged for performance. From there, it was pushed just far enough to stand upright, hold a guitar, hit the big metal poses and move like a frontman, while still looking like the prawn we were trying to sell.
The campaign identity borrowed from heavy metal without becoming parody. Black textures, distressed paper, sharp product photography and blackletter typography combined with a bold, uppercase sans. With a history in record artwork, I shaped the campaign’s visual language, giving the work a graphic style that felt closer to a record sleeve than a seafood catalogue.
Producer Matt Templeman and guitarist John Overthrow wrote and recorded the track from scratch. With credits across Birds of Tokyo, Make Them Suffer, Voyager and Sly Withers, Matt brought real pedigree to the composition. The track was written specifically to the storyboards, and the prawn was animated to the music, ensuring everything lined up perfectly without requiring redundant work or complicated edits. We also wrote the track to easily cut into a 15s and 6s version, matched with sections of the visuals, making the perfect cutdowns a breeze.
The Execution
Eat The Wild turned a product truth into a campaign system. The hero film, built like a heavy metal music video, made a giant Skull Island prawn the frontman of an underwater metal performance, featuring an original WA-made track by producer Matt Templeman. The same world then carried into social, OOH, print, product photography, creator activity and delivery pieces. Heavy metal gave every channel a consistent behaviour: loud, raw, premium and unmistakably Skull Island.
The prawn was built in Blender from real product reference. The model kept the shell shape, markings, legs, tail and antennae before being rigged for performance. From there, it was pushed just far enough to stand upright, hold a guitar, hit the big metal poses and move like a frontman, while still looking like the prawn we were trying to sell.
The campaign identity borrowed from heavy metal without becoming parody. Black textures, distressed paper, sharp product photography and blackletter typography combined with a bold, uppercase sans. With a history in record artwork, I shaped the campaign’s visual language, giving the work a graphic style that felt closer to a record sleeve than a seafood catalogue.
Producer Matt Templeman and guitarist John Overthrow wrote and recorded the track from scratch. With credits across Birds of Tokyo, Make Them Suffer, Voyager and Sly Withers, Matt brought real pedigree to the composition. The track was written specifically to the storyboards, and the prawn was animated to the music, ensuring everything lined up perfectly without requiring redundant work or complicated edits. We also wrote the track to easily cut into a 15s and 6s version, matched with sections of the visuals, making the perfect cutdowns a breeze.
The Outcome
Eat The Wild went viral organically, generating 700K+ Instagram views in the opening weekend and growing to 2M+ organic views, 50K shares and 1,000+ comments across Instagram and Reddit in the first week. And it moved product: Skull Island Prawns delivered a 125% lift across its opening weekend in market, year on year.
The Outcome
Eat The Wild went viral organically, generating 700K+ Instagram views in the opening weekend and growing to 2M+ organic views, 50K shares and 1,000+ comments across Instagram and Reddit in the first week. And it moved product: Skull Island Prawns delivered a 125% lift across its opening weekend in market, year on year.