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WHOOP Keeps to the Beat of Time in Disciplined and Rhythmic New Short

Creative 229 Add to collection
The wearable tech brand partnered with Droga5 and SMUGGLER for its remotely-shot TVC
WHOOP Keeps to the Beat of Time in Disciplined and Rhythmic New Short
In a connected world, we have insider knowledge about everything. We know the stats of our favourite teams and players. We intuit the meaning behind social media slang. But when it comes to ourselves, most of us are still in the dark. It’s why WHOOP, industry-leading 24/7 fitness tracker and health monitor, created a new campaign titled, 'Know Yourself' to drive our audience’s focus inward.

In the first TVC for the wearable tech brand, WHOOP paints a stark contrast between the vast knowledge we have of the world around us and the limited understanding of the world within us. Making the point that when we know ourselves better mentally, physically, even scientifically – we become better. As athletes, it's the ultimate competitive advantage. And in the time of a global pandemic, when our well-being has been brought more into focus, it’s vital.


The film itself is a dizzying journey through their audience’s insider knowledge. It makes references to statistics and facts in the Zeitgeist. Sure, it might fly over some people’s heads, but to WHOOP, that’s the point. The film is designed to celebrate their audience’s truly niche knowledge about the world. Then challenge them to embark on a more meaningful journey of self-discovery, empowering the viewer with the key takeaway that it’s time to 'Know Yourself'.


Executionally, the film uses two vocal talents who perform together in a duet, ricocheting between poetic stanzas in a verbal dance – each line intentionally crafted as a riddle for their audience to solve. The film was created by the directorial duo Rubberband. Running two cameras at the same time and shooting on 35mm film, the team created a surreal, black and white void that captured the musculature of the bodies in a playful way.

This surreal void also became the backdrop for dynamic type and sound design featuring Easter eggs that speak to sports and culture references in the zeitgeist and help viewers unlock the riddles in the VO.


Every step of the process – from the shoot, to the edit to the graphics and sound design – was done remotely, thanks to the team of clients, production partners and collaborators.

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Client

Client: WHOOP

Campaign: Know Yourself

Chief Marketing Officer: Antonio Bertone

SVP, Marketing: John Sullivan

Creative Director: Ursula Nickerson

Agency

Agency: Droga5 NY

Co-Chief Creative Officer: Tim Gordon and Felix Richter

Creative Director: Lauren Ferreira

Senior Art Director: Bastien Grisolet

Copywriter: Sara Muchnick, Diana Perez and Gabe Santana

Art Director: Stefan Folio and Germany Lancaster

Executive Design Director: Rich Greco

Designer: Leslie Cheng

Director of Film Production: Jesse Brihn

Producer, Film: Jake Herman

Senior Music Supervisor: Mike Ladman

Executive Producer, Experiential: Shayan Amir-Hosseini

Producer, Interactive: Aaron Matys

Strategist: Justin Clagette

Senior Communications Strategist: Clark Cofer

Account Director: Cara Roberts

Project Manager: Danielle Gibbons

Junior Project Manager: Oli Pleydle

Production

Production Company: Smuggler / LFR

Director: rubberband.

DOP: Norm Li

DOP (B Cam): Jason Filmore Sondock

Executive Producer: Sue Ahn

Producer: Luigi Rossi

Editorial

Editorial: Whitehouse Post

Editor: Nate Katz

Assistant Editor: Spencer Roth-Rose

Executive Producer: Caitlin Grady

Producer: Ryan Smith

Post-Production

Post-production: Carbon

Executive Producer: Nick Haynes

Creative Director: Liam Chapple

Colourist: Aubrey Woodiwiss

Colour Producer: Laurie Adrianopoli

Motion Graphics: Maxime Benjamin

Producer: Tessa Treanor

Music

Music: Found Objects

Track Title: 'Dig Deeper'

Executive Creative Directors: Trevor Gureckis and Jay Wadley

Creative Director & Composer: Ben Marshall

Composer: Adam Weiss

Executive Producer: Jennie Armon

Producer: Nick Chomowicz

Music Coordinator: Agatha Lee

Sound

Sound: Wave Studios

Executive Producer: Vicky Ferraro

Producer: Eleni Giannopoulos

Mixer: Aaron Reynolds

Media agency

Media Agency: Noble People

Group Account Director: Matt Borchard

Group Strategy Director: Josh Millrod

Group Media Director: Olivia Young

Media Director: Danny Weisman

Associate Broadcast Director: Paige Osborne

Media Supervisor: Edward Smith

Categories: Smart watch, Consumer Electronics

Droga5 New York, Thu, 17 Sep 2020 16:17:20 GMT