CamelBak

2022-23 Brand Campaign: “Do What Fills You Up”

The creative brief was to develop a brand campaign that complement and expanded on CamelBak’s “Thirst for More” brand ethos. To tell real, inclusive stories of both professional athletes and everyday people, we needed to go beyond a superficial representation of an activity – we needed to get to the specificity of what it feels like. Choosing to highlight the relationship between activity and emotion allowed us to portray the nuances of each individual’s deeply personal inner experiences of an activity. We loved the idea of illustrating the contrast between what an activity looks like versus what it feels like because it’s such a universal part of the human experience. 

Our goal was to create a compelling campaign concept expansive enough to tell the dynamic stories of athletes’ ‘unseen’ emotional experience of an activity. We chose to shoot the campaign in infrared, for both the symbolism and the striking visual result, and then custom-tailored colour, sound design and pacing based on each ambassador’s story to produce differentiated expressions of one cohesive campaign narrative in alignment with the overarching brand ethos.