Tell us about your role in the creation of this work.
I worked as an Associate Creative Director on this campaign, helping to lead a team from conception to execution.
Give us an overview of this campaign, what is it about? T
The campaign taps into the essence of water for an anthemic, minute-long film that celebrates this natural element. It's meant to inspire Hydrow’s audience to find their best selves, creating a world where water acts as an emotional bridge between the brand's innovative take on fitness and its audience. Cinematographically, the film deliberately mimics the movement and energy of water while speaking to its overall voyage, immersing the viewer in water’s most natural state and environment.
Tell us details about the creative brief, what did it ask?
We wanted to connect Hydrow’s brand purpose of bringing the unique experience of rowing on the water to consumers through intensity without intimidation, along with a larger goal of bringing its benefits to a larger domestic audience. Essentially, taking the river home.
Which insight lead to the creation of this piece of work?
Hydrow’s team-driven, interactive collaborative, outdoor reality approach to fitness is simultaneously a competitive challenge and community experience. The Hydrow's live outdoor reality technology transports users directly to the water, creating a totally immersive experience. It's not just about a great workout, it's the intersection of mental and physical wellness.
This insight inevitably inspired the campaign's tagline. ‘It’s Your Element’ immediately spoke to both the brand’s purpose and voice, and became a versatile and insightful call to arms among the brand's three audiences - the casually fit, fitness enthusiasts and fitness lovers.
What was the greatest challenge that you and your team faced during development?
Mosquitoes. Flies. Gnats. Shooting in the wilderness. Six legged flying monstrosities.
What did you enjoy most about seeing this campaign through? Did you learn anything from the experience?
In trying to bring the immersive river experience home, we needed to film outdoors. That presented a bunch of technical and logistical challenges that we had to overcome. Power for one. Bathrooms for another. But also, just being in the presence of world class athletes and Olympic medalists in the middle of nowhere in upstate New York was wild. In the end, it allowed us to capture both the journey of water and an authentic ‘river row’ experience. The result was a beautiful film that ties back to Hydrow’s mission of connecting people to nature through holistic fitness.
Where do you see the campaign going in the future?
In partnership with Hydrow, we've built a campaign that has legs. It allows the brand to own many spaces that can continue to empower and inspire its audience in any arena they want to put themselves in, both physically and mentally.