Goal

This campaign was built to drive awareness and set Core apart by doing the opposite of what most battery brands do: saying less about themselves.

Creative Strategy

By calling itself “forgettable,” the campaign turns traditional marketing on its head. It uses irony, self-deprecating humour, and absurdity to break through the noise and create a full stop, appealing to professionals who are tired of hype. The tone signals quiet confidence: only brands that know they work can afford to say so little. That self-awareness builds trust, sparks conversation, and makes Core unforgettable by pretending not to be.

The irony works because the audience (filmmakers, cinematographers, and creatives) live in a world where nuance matters. They recognise satire. They respect subtlety. In a field where the best tools are invisible, the message lands.

Typically, when you’re selling something expensive, the marketing says “everyone will notice it” or “you’ll get compliments.” In this case, it’s ironic: we’re asking them to buy something expensive that no one will notice. Core becomes the battery you never think about, because it never gives you a reason to.

Campaign Headlines:

• “Unforgettable footage. Powered by forgettable batteries.”
• “Forgettable is the highest compliment for a battery.”
• “Great batteries never get noticed. Bad ones always do.”
• “You’re buying a premium battery. Nobody will notice. That’s the point.”
• “Nobody on set notices your battery. Until it dies.”
• “Batteries don’t win film awards. But dead ones make sure you don’t either.”
• “Nobody noticed your battery on set. That’s a good thing.”

Goal

This campaign was designed to connect with emotionally driven creators — wedding videographers, doc filmmakers, solo shooters; who see their work as storytelling that matters. The goal was to build emotional loyalty and increase sales among this values-driven segment.

Creative Strategy

This strategy taps into a culturally loaded term: “core memory.” Originally used in the 1950s to describe early computer storage, the phrase didn’t take on emotional weight until Pixar’s Inside Out (2015) reimagined it as a metaphor for the moments that shape who we are. Since then, “core memory” has become embedded in pop culture; a nostalgic shorthand for experiences that matter.

In the animated film, memories are visualised as glowing orbs, most are fleeting; but a few become “core,” stored deep in the mind as formative emotional moments. It’s a stylised depiction of how the brain works in real life, too: constantly filtering our experiences, and deciding what gets encoded, stored, and kept for the long haul.

This campaign reframes that idea through the lens of filmmaking. A memory doesn’t become core unless it’s captured, and it can’t be captured without power.

In that way, Core becomes the quiet hero of legacy work: the battery that doesn’t just last, but makes lasting stories possible. It speaks to creators who see themselves not as shooters, but as memory-keepers. And it tells them: if it matters enough to remember forever, it matters enough to power properly. The idea positions Core as the invisible force behind life’s most unforgettable moments — turning experiences into core memories.

Campaign Headlines:

• “Core memories deserve Core power.”
• “Some memories stay with you forever. Core just makes sure they’re captured.”
• “The difference between a great experience and a core memory? A camera battery that lasts.”

Goal

This campaign strengthens brand recognition by tying Core’s name directly to its function: power that sits at the centre of every setup.

By leaning into wordplay around the name, it creates instant recall, associating Core with a concept professionals already understand: being essential. It builds awareness and memorability by anchoring the brand name to meaning that already lives in the audience’s mind.

Creative Strategy

‘Core’ by definition means central to the existence or function of something. This campaign takes that meaning to heart. It turns the battery into more than a tool: it becomes the foundation, the throughline, the quiet force that makes every shot possible. Not in the frame, but at the very centre of it. Not visible to the audience, but critical to the outcome.

This concept was built for performance-driven filmmakers, from working professionals to relentless Climbers, who obsess over every part of their kit. They understand that reliability isn’t glamorous, but it’s everything. So instead of shouting about features, this campaign speaks to what Core enables: legacy, memory, presence. It reminds the audience that what they capture isn’t content; it’s story. Emotion. Proof they were there.

Every line reinforces that Core isn’t just a name — it’s a position. At the centre of the gear. At the centre of the moment. At the centre of every unforgettable shot.

Campaign Headlines:

• “The most important part of the shot? Isn’t in the frame.”
• “At the Core of every unforgettable shot is a battery that doesn’t quit.”
• “Not in the shot. But at the Core of it.”
• “Our Core mission: Making sure you never miss the shot.”
• “All captured. All irreplaceable. All made possible by Core.”
• “Shoot from the heart. Power from the Core.”
• “Great footage doesn’t start with the camera. It starts at the Core.”

Goal

This campaign was built to resonate with high-stakes shooters, sports videographers, wildlife documentarians, news crews, who understand the pressure of one-take moments. The goal was to drive urgency-led purchases and reinforce Core’s position as the battery trusted when failure isn’t an option.

Creative Strategy

This campaign leans into emotional urgency. Some moments only happen once. You don’t always get a re-do; and you don’t get remembered for almost getting the shot. The strategy reframes technical failure as emotional consequence. When a battery dies mid-shot, so does the memory. It may live in the mind, but it won’t live on.

Core is positioned not as a nice-to-have, but as the reason that moment exists at all: the safeguard against regret. Because in this kind of work, there’s no pause button. No reshoots. No second takes. Just power that shows up when it counts.

Campaign Headlines:

• “Some moments are one take only. Power accordingly.”
• “You don’t get remembered for almost getting the shot.”
• “The shot was ready. Your battery wasn’t.”
• “You didn’t miss the moment. You just didn’t power it.”
• “You can’t re-shoot history.”
• “Moments like this don’t wait for a recharge.”
• “Powerful moments deserve powerful batteries.”
• “When the shot is perfect, your battery should be too.”

Goal

This campaign was built on a key insight from Core’s team: most customers didn’t invest in a high-quality battery until they’d gone through a few cheap ones that failed. After years of conversations at trade shows and on shoots, the story was always the same: batteries that seemed like a deal broke down fast, and the true cost wasn’t clear until moments were missed or replacements added up.

The goal was to reach buyers earlier, before they learned the hard way. To reposition Core not as a frivolous purchase, but as the obvious choice for serious shooters. Because the real expense isn’t the battery — it’s what you lose without it.

Creative Strategy

This strategy draws a sharp line between price and cost. A cheaper battery might save a few dollars for now; but one failure can cost you the footage, the moment, the entire shoot. The numbers don’t compare.

It reframes Core as protection for what truly matters: the work. That’s why we back up files, insure hard drives, and pay for cloud storage: not to protect the hardware, but the irreplaceable work on it. The same logic applies to power. You don’t wait to start protecting the shot after it’s captured, you should protect it from the moment you press record.

Core is positioned as a smart, professional choice. Not flashy. Not optional. Just the battery you buy when peace of mind matters as much as performance.

Campaign Headlines:

• “A cheap battery doesn’t just die — it takes the moment with it.”
• “The moment? Priceless. The power to capture it? $259.”
• “What’s more expensive than a Core battery? A dead one.”
• “You know what’s more expensive than a pro battery? A dead one.”
• “You’re not buying a battery. You’re buying peace of mind.”
• “Peace of mind costs $259.”
• “You can’t put a price on the moment — but you can on the thing that captures it.”
• “Saving money is smart. Losing the shot isn’t.”
• “We’re not selling batteries. We’re selling reliability under pressure.”
• “The camera is replaceable. The footage? Not so much.”
• “You can’t file a claim for missed footage. That’s why you power with Core.”
• “Trusted by people who can’t afford to say, ‘We missed the shot’.”

Goal

This campaign targeted experienced filmmakers with premium gear, aiming to make battery choice a reflection of that same standard. The goal was simple: stop people from putting cheap gas in a Ferrari. If you're paying for top-tier output, you can't cut corners. You're only as strong as your weakest link.

Creative Strategy

This campaign reinforces a simple truth: premium gear deserves premium power. The messaging is designed to align Core with the same level of care and performance filmmakers expect from their cameras, lenses, and rigs: creating a sense of mismatch when anything less is used.

By focusing on gear parity, the strategy reframes the battery not as an afterthought, but as an essential part of a high-performance system. It appeals to logic, not just pride: making reliability, consistency, and protection of investment the core reasons to choose Core.

Campaign Headlines:

• “$8,000 camera. $2,000 lens. $50 battery that quits on you?”
• “Your camera says professional. Make sure your battery does too.”
• “You shoot like a pro. Power like one too.”
• “Because ‘cut’ isn’t always your call.”
• “Lights. Camera. Low Battery Warning.”
• “Powering your camera is one thing. Protecting your work is everything.”
• “Your gear tells us how serious you are. Your battery tells them.”
• “You had the eye. The angle. The light. But not the battery.”
• “Cinematic cameras deserve cinematic power.”
• “The battery is the last piece. Don’t let it be the weakest one.”
• “You handle the vision. We’ll handle the voltage.”

Goal

This campaign was built to increase sales among serious filmmakers and on-the-ground professionals who shoot in unpredictable, high-intensity environments. The objective was to position Core as the battery trusted by those who work under pressure, including last-minute shooters called into action when timing is everything, while strengthening brand awareness and cementing Core’s reputation as the go-to power solution for extreme conditions.

Creative Strategy

This campaign reframes “hardcore” not as toughness, but as a mark of creative intensity. The tone is cinematic, serious, and built for professionals who endure harsh conditions, long hours, and one-shot stakes to capture world-class footage. Visually, it leans into high-adrenaline environments, from mountaintops to breaking news scenes, to signal the elite tier Core supports. The strategy aligns the brand with the mindset of uncompromising shooters, reinforcing that when a moment to shoot arises, they should only have to count on one thing: themselves.

Campaign Headlines:

• “Hardcore footage needs hardcore power.”
• “You can’t spell hardcore without Core.”
• “The difference between hard work and hardcore? Core.”
• “Not built for hobbyists. Built for the hardcore.”
• “Shoot fearlessly. Power like it matters.”
• “Strength starts at the Core.”
• “You chase the impossible. We make sure you capture it.”
• “Built for intensity. Trusted by those who shoot in it.”
• “You didn’t come all this way to miss the shot.”
• “Breaking news runs on batteries that don’t.”
• “Breaking news. Powered by batteries that don’t.”