110%, Brand Awareness

OPPORTUNITY
Grow brand awareness among a niche audience of runners and triathletes.

SOLUTION

Instead of producing a print ad to run in a small publication as originally requested, we created and produced a short film and a teaser video that avid triathletes would want to share. The film features triathlete Matt "Boom Boom" Reed and Vincenzo Amato (Boardwalk Empire, Broken, The Golden Door.) There was one mandate: We had to include the demo video. Ultimately, we generated organic buzz while changing consumers' perception of 110%. And we still got that print ad out of it, too.