Carbon + Riddell — Protect It All
Communicating a Breakthrough in Athlete Protection
Carbon and Riddell partnered to rethink what’s possible in protective sports equipment. Using Carbon’s Digital Light Synthesis™ (DLS™) technology, the two companies developed Riddell Diamond Technology — a 3D‑printed lattice liner engineered to improve impact absorption and deliver a new level of customized protection for athletes.
Carbon asked Watts to help them announce the partnership, explain the innovation, and inspire confidence across audiences ranging from athletes and parents to executives in sports equipment and athletic apparel.
Creative Challenge
The story needed to operate on two levels:
1. Emotional + Inspirational
A rallying narrative that speaks to the athlete in all of us — players, coaches, parents, and sports leaders — highlighting the human impact of better protection and the power of innovation in sport.
2. Technical + Credible
A clear, succinct explanation of how Carbon’s DLS™ platform and Riddell’s design expertise came together to create a breakthrough in helmet technology. This version needed to resonate with senior‑level decision‑makers evaluating safety equipment and performance gear.
The challenge was to create two films, each with a distinct purpose, while maintaining a unified story about innovation, protection, and the future of sport.
Our Solution
Watts created a two‑film campaign designed to meet audiences where they are — emotionally and technically.
1. The Rally Film — “Protect It All”
A cinematic, emotionally driven piece that celebrates athletes and the people who support them — rooted in our approach to Docu-Style Storytelling. This film:
Speaks to the universal spirit of sport
Highlights the importance of protection at every level
Positions Carbon + Riddell as leaders shaping the future of athlete safety
Uses poetic narration, grounded visuals, and real‑world moments to build connection
The Rally Film became the anthem for the partnership — a story about courage, innovation, and the responsibility to protect.
2. The Case Study / Sales Video
A scripted, detail‑driven film built for executives, product leaders, and safety decision‑makers. This film aligns with our approach to Customer Evidence, combining narrative clarity with technical validation.
Explains the engineering behind Riddell Diamond Technology
Demonstrates how Carbon’s DLS™ platform enables new design possibilities
Shows how the lattice structure improves impact performance
Validates the partnership with clear, concise technical messaging
Reuses select Rally Film footage to maintain visual continuity
The result is a credible, authoritative piece that supports sales conversations, product education, and industry presentations.
The Results
The two‑film campaign helped Carbon and Riddell:
Launch Riddell Diamond Technology with clarity and emotional impact
Establish a new narrative around athlete protection and 3D‑printed performance gear
Provide sales teams and executives with a compelling, technically accurate asset
Strengthen Carbon’s position as a leader in additive manufacturing for consumer products
Reach audiences across sport, engineering, and product innovation
The films continue to be used in press, industry events, sales conversations, and executive briefings, reinforcing the value of the Carbon + Riddell partnership.
