PROJECT SPOTLIGHT
Performance Trainers Campaign
Objectives & Direction
Our objective was to introduce three new Hammer Strength performance trainers to our customers while focusing on exerciser experience and brand equity, rather than a limited amount of product features.
At the onset of the project, stakeholders from the marketing and product development departments were brought in to collaborate on overall campaign feedback as well as to discuss target audiences and key selling points.
Photo & Video Shoot Planning
Photo and video shoot planning was then executed over the course of the next two months. This included set design concepting, wardrobe planning, modelling talent acquisition, location scouting, product delivery management, shot-list planning, and schedule planning.
Additional concepting was performed by myself and a copywriter (Chris Olson) to produce an A-level video storyboard and script.
Customer Presentation
Once the shoot and post-production of images was completed, sales tools and other marketing materials were concepted and created. This customer presentation uses only photos captured on set under direction.
The customer presentation introduces customers to the new products in a way that excites as well as it informs.
Sales Tools
Along with the customer presentation, sales tools are created to provide the customer a deeper dive into product specifications, features and benefits.
Sell sheet designs are built to match the look and feel of all other marketing materials within this campaign.
