Permission to Get Weird
KelTec came to us with the new SUB-SDP “Nub Sub” and a rare kind of creative brief: permission to get weird.
So we made a sci-fi short film about an alien invasion.
Unlikely Allies takes the product launch out of the traditional firearm-commercial playbook and drops it into a full-blown blockbuster. It is not a demo video with cinematic lighting. It is not a testimonial with a moody score. It is a written, produced, and directed short film with a story, a cast, a villain, and stakes.
And through all of it, the product is the star.
What We Made
We wrote, produced, and directed Unlikely Allies with a full production crew. The post-production process was ambitious by any standard. Ruined cities. Crashed spacecraft. Incoming asteroids. And one very pissed-off mutant alien, brought to life through a combination of live-action performance, custom CGI, and layered visual effects.
The Nub Sub is not a prop. It is woven directly into the story, demonstrated in-frame, discussed by the characters, and put to work throughout the film. The quintessential blockbuster-trailer voice-over delivers technical specs in a way that feels completely at home in the world we built around it.
That was the creative bet. Exceptional creative shouldn’t distract from the product. It should make the product impossible to ignore.
The Launch Architecture
A film alone doesn’t sell out a launch. A film built into a coordinated launch architecture does.
Every OMG service line KelTec has on retainer played a role in the rollout, and every piece was designed to turn attention into action.
Landing page and funnel. A dedicated teaser landing page went live weeks before the film dropped. It teased the SUB-SDP without showing it, captured email and SMS subscribers, and set the anticipation curve. On launch day, that same page converted to a shoppable product page inside KelTec Direct with the traffic already primed.
Teaser video cadence. We seeded a series of short teaser drops across social in the weeks leading up to the release. Each one raised the temperature without giving anything away, testing hooks and creative angles in the wild before the full film went live.
Email and SMS. Both channels moved in lockstep with the teaser cadence, guiding subscribers from the first hint through to the reveal and into the funnel on launch day. The subscribers who came in early through the teaser page were the audience most primed to buy the moment the product went live.
Cross-channel simultaneity. When Unlikely Allies dropped, every channel opened at once. The film released on YouTube. The landing page flipped to a shoppable product page. Email and SMS notifications hit. Paid amplification went live. The funnel was ready to capture the traffic the creative pulled in, and every touchpoint reinforced the same story the film was telling.
What Happened
Within days of release, Unlikely Allies passed 250,000 views on YouTube alone and contributed to more than 1 million combined views across platforms. It generated 9,425 shares and ignited a rabid comment section on Instagram in its first five days.
Those are the audience numbers. Here is the one that matters most:
KelTec exceeded its sales goal for the launch in roughly 24 hours.
That’s what happens when a cool product gets a launch strategy willing to do something different, and when the creative and the funnel are built to support each other from day one.
Why It Worked
Big creative works best when there’s a strategy behind it, and when there’s trust between the brand and the agency making it happen.
KelTec has been an exceptional partner because they’re willing to collaborate, communicate, take chances, and give our team room to do what we do best. That frees their team up to focus on what they do best: building cool products worth getting excited about.
They trusted us to run a little wild.
The audience noticed. The numbers followed.
That’s the kind of marketing we believe in — and the kind of partnership that produces work like this.
Services Involved
This launch was a full-agency effort. Every service on the KelTec retainer contributed to the rollout, and any one of them can be scoped as a standalone engagement for the right partnership.
- Video Production — Concept, script, production, and directorial oversight of Unlikely Allies, plus the full teaser series that led into the release.
- CGI & VFX — Ruined cities, crashed spacecraft, mutant alien design, and every environmental effect that gave the film its scale.
- Photo Production — Product photography, key art, and social assets for the launch rollout.
- Digital Advertising — Paid amplification of the film and teaser series across social and video platforms.
- Email & SMS Marketing — The subscriber capture strategy, teaser cadence, and launch-day notification sequence.
- Marketing Strategy & Leadership — The launch architecture that tied it all together, and the strategic partnership that made it possible.
Ready to Talk?
If you have a launch that deserves a story, a product worth getting weird about, or a brand that’s ready to stop looking like every other one in the category, we should talk.