The counter-culture clothing brand Supreme has a section on their site titled Random Videos; however, these videos are anything but.

The self-deprecating title suggests that this collection was haphazardly thrown together when in fact this collection was carefully curated and each meticulously constructed- much like distressed clothing that only looks like its been dragged across asphalt.

We often create thought experiments when defining the personality and character of a brand. These ideas and imaginings become codified and abstracted forming the underpinnings of brand expressions and launch points for marketing. But over time, the original foundations often get plastered over and marginalized in favor or more direct ties to product facts, trends and styles. These videos are an exercise in returning to these foundations, mining these brand roots to deliver engaging videos that are also powerful brand statements.

Crop Fields creates a mini X-Files episode in which “Supreme” represents an answer that simply suggests greater mystery. Not all will be drawn to “us” but those who are will be rewarded by a brand that defies conventions and encourages bold acts of intrigue, exploration and defiance.

Pinball morphs the brand into a game. The hyper close-ups, accentuated sounds and vivid colors bathe the viewer in a full sensory park ride experience that makes you wonder if you are meant to wear or play Supreme. Maybe both.

CNN has a feeling of spontaneity and ease as if someone had simply filmed a friend at a party. Yet the polish, skill and confidence are evident. Supreme is casual, natural and authentic–but there are certain expectations.

The videos never mention product, positioning or taglines and leave most of the context, explanation and back-story up to the viewer. We become co-creators in the final interpretations culminating in highly personalized impressions. If you came across these videos elsewhere you might not even realize they’re corporate communications until the logo appears. And even then it might not register.

Each video allows the viewer to imbibe Supreme’s character and style while they experience entertainment soaked in brand significance – strategy dissolved in narratives.