WHOOP provides its users with unique and powerful insights. Our approach for this project was to enhance the energy and strength within this world throughout the spot using kinetic typography to create an intricate yet effortless style that felt inseparable from the footage. 

Beautifully captured on film and richly graded in black and white, the shots gave us a bold foundation that we sought to complement with the texture, style, and movement of our typography. Drawing inspiration from athleticism, our type-work was built to be energetic with a sense of urgency. The titles were designed and animated to be intentionally raw and imperfect, constantly vibrating even after each lands, with flickering glows and subtle imperfections to enhance the personality and momentum of the edit. 

We structured our technical workflow to ensure the type would be finely crafted with consistent details. We also retained the ability to swap copy and create new titles quickly to allow for more explorations so we could evolve as the edit progressed. 

Once we had established the foundation of our visual language we experimented - literally stretched and distorting the type. It was essential the text be in sync with the rhythm of the score and the meaning of each spoken word that it emphasized. The type intertwines with the characters in many scenes allowing each athlete to engage with the words. The athletes bend the text with their movements and sprint through breaking-apart phrases, letters wrapping around them in sync with their movements and gestures. We loved the texture the film grain gave the footage and how the transitions between shots also leaned into the organic imperfections of the stock itself. We mirrored those qualities in the type, which was an exciting challenge for us, working digitally to achieve a truly analog aesthetic.