The artsy method feels refreshing, whereas retaining the bodily dimension and sweat quotient we have come to anticipate from the class.
If it appears a tad perplexing at first look, properly, Whoop says that is intentional, because the spot is designed to problem audiences. Many people have mastered the zeitgeist, however are we ready to make private enhancements, mentally and bodily? In that case, Whoop stands prepared to supply the important info we’ll want, monitoring our train, restoration and sleep metrics.
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“We needed to create a special type of sports-performance industrial solely centered on the physique,” Droga5 artistic director Lauren Ferreira tells Muse. “To try this, we stripped away the stadiums, the followers, the set, even the colour of the movie—leaving us with a surreal void that highlights the musculature of our performers.”
Artist/musicians Mumu Contemporary and Shane Eli convey a playful bounce to the voiceover. “The movie is meant to be a bit playful, and we like the concept of a duet—the duo going backwards and forwards—virtually like athletes competing,” Ferreira says.
This is the script, which reads like summary poetry:
“You understand lots
You understand 6’three” hits threes
’98 marked the sixth
And kings see courts in 20/20.
When actually means figuratively
And peach does not imply peach.
That likers could be haters
Fingers discover you motion
And toes communicate in French.
Days have routines
And nights have a rhythm.
You understand love means nothing
And sisters win the whole lot
One is 15
And three’s 40.
That fores cannot be counted
And tiger coats are inexperienced.
You understand 26.2 in 2 was not possible
Till it wasn’t
That unhealthy knees want good kicks
And good kicks end robust.
You understand the within of the whole lot.
Know your self.”
“This was about celebrating our viewers’s distinctive information,” Ferreira says. “For that motive, we had to verify these ‘riddles’ weren’t straightforward to crack at a look. The purpose is to attract folks in to actually examine how a lot they know and notice that relating to themselves, they’re nonetheless at midnight.”
Rubberband shot the movie over the course of a single day with actors Kyreed Jordan and Tiffany Hendricks getting bodily for the digicam.
“We needed to seek out performers who might play each sport conceivable and look swish within the course of,” Ferreira says. “Kyreed and Tiffany each stood out as in a position to ship on the whole lot from three-pointers to pirouettes.”
Marketing campaign Know Your self
Title Know Your self
Company Droga5 NY
Co-Chief Artistic Officer Tim Gordon
Co-Chief Artistic Officer Felix Richter
Artistic Director Lauren Ferreira
Senior Artwork Director Bastien Grisolet
Copywriter Sara Muchnick
Copywriter Diana Perez
Copywriter Gabe Santana
Artwork Director Stefan Folio
Artwork Director Germany Lancaster
Government Design Director Wealthy Greco
Designer Leslie Cheng
Director of Movie Manufacturing Jesse Brihn
Producer, Movie Jake Herman
Senior Music Supervisor Mike Ladman
Government Producer, Experiential Shayan Amir-Hosseini
Producer, Interactive Aaron Matys
Strategist Justin Clagette
Senior Communications Strategist Clark Cofer
Account Director Cara Roberts
Challenge Supervisor Danielle Gibbons
Junior Challenge Supervisor Oli Pleydle
Chief Advertising and marketing Officer Antonio Bertone
SVP, Advertising and marketing John Sullivan
Artistic Director Ursula Nickerson
Manufacturing Firm Smuggler / LFR
DOP Norm Li
DOP (B Cam) Jason Filmore Sondock
Government Producer Sue Ahn
Producer Luigi Rossi
Editorial Whitehouse Submit
Editor Nate Katz
Assistant Editor Spencer Roth-Rose
Government Producer Caitlin Grady
Producer Ryan Smith
Submit Manufacturing Carbon
Government Producer Nick Haynes
Artistic Director Liam Chapple
Colorist Aubrey Woodiwiss
Colour Producer Laurie Adrianopoli
Movement Graphics Maxime Benjamin
Producer Tessa Treanor
Music Discovered Objects
Observe Title Dig Deeper
Government Artistic Administrators Trevor Gureckis & Jay Wadley
Artistic Director & Composer Ben Marshall
Composer Adam Weiss
Government Producer Jennie Armon
Producer Nick Chomowicz
Music Coordinator Agatha Lee
Sound Wave Studios
Government Producer Vicky Ferraro
Producer Eleni Giannopoulos
Mixer Aaron Reynolds
Media Company Noble Folks
Group Account Director Matt Borchard
Group Technique Director Josh Millrod
Group Media Director Olivia Younger
Media Director Danny Weisman
Affiliate Broadcast Director Paige Osborne
Media Supervisor Edward Smith