Thu, 09 Sep 2021 09:45:00 GMT
WHOOP, the human performance company, and award-winning creative and production studio Stept Studios have joined forces to announce the launch of WHOOP 4.0 and WHOOP Body, debuting a new suite of creative assets that feature the brand's new products and highlights WHOOP members and professional athletes like Super Bowl champion Patrick Mahomes and gold medalist Nelly Korda.
A favourite of elite athletes and Fortune 500 CEOs, WHOOP is a 24/7 digital fitness and health coach that provides personalised sleep, recovery and training insights in real time along with actionable feedback to help people achieve their goals. The creative mandate of the campaign was to give a complete and aspirational description of the ability for WHOOP to elevate the individual training and recovery experience for all athletes and deliver a cohesive story of all of its capabilities. WHOOP was not looking for a big concept from an agency but to lean into a more authentic campaign with a true creative partnership. As partners in the endeavour, Stept flexed its versatility and expertise in both creative strategy and end to end production.
Antonio Bertone, chief marketing officer of WHOOP, says: “WHOOP is redefining the wearables industry as we know it with WHOOP 4.0 and WHOOP Body. In Stept, we found a true collaborative partner that helped bring our vision to integrate fashion with cutting-edge technology to life. Their depth of production and industry expertise resulted in a campaign that enables us to connect more visually with our existing and potential members.”
For WHOOP 4.0, Pat Hall directed a full-throttle ad campaign consisting of 15 unique cuts and still image photography with dynamic, sports-driven edits that seamlessly blended the training, recovery and diversity of WHOOP members including top athletes Patrick Mahomes (NFL), Nelly Korda (LPGA), and John John Florence (surfing) alongside everyday athletes. With a strong focus on CGI and strategic creative direction from Adam Rachlitz, Ruel Smith and the motion design team at Stept, these films demonstrate the unique product features that set WHOOP 4.0 apart from other wearables on the market.
Stept’s Gianluigi Carella directed and edited the 30 second and 15 second films for WHOOP Body, the campaign to announce the brand’s revolutionary line of technical and everyday garments that are only compatible with WHOOP 4.0. Carella’s unique set of skills, which span the creative and highly technical, was a perfect fit for the VFX heavy execution. Stunning fashion-influenced visuals of athletic prowess are combined in exhilarating edits to demonstrate the clothing line’s key features of style and function.view more - Creative
Categories: Consumer Electronics, WearableStept Studios, Thu, 09 Sep 2021 09:45:00 GMT