“My attitude is that if you push me towards something that you think is a weakness, then I will turn that perceived weakness into a strength.” Michael Jordan
Athletes are survivors.
They tend to be the fittest.
But how do you speak to them?
That was the challenge I was faced with….
This dictated the product name, Defiance Fuel, and the tagline captured the basic mantra of any athlete, Defy limitation.
Hence the headline of this post, Revival of the Fittest…. since this product is about that rebound of energy, of vitality, of recovery for those who use their bodies and abilities to the fullest.
Next was telling the story.
It Started with a Script
The script, the words (as though dormant and waiting for just the right moment) spilled out of me as though in defense — and celebration — of the athlete (and in direct opposition to the compromised — and monopolized — sports beverage category).
The answer became me flying down to Nashville to direct the video shoot of real athletes. No actors. No hired talent.
Then getting the right voice to capture the spirit.
This is the result. (Want the full story of this brand? Click here.)
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Here are some stills from the shoot:
