The story of 7 athletes who created an infectious video of defiance using only the sounds of a workout, a basketball and sneakers
A video using the sounds of breathing. (No, it’s not porn.)
And sneakers against the floor. (No, it’s not Nike.)
And basketballs being caught and dribbled. (No, it’s not the NBA.)
A recruitment video for a team?
No. Just a statement by the disruptive brand, Defiance Fuel.
The name of the video?
BEAT THIS.
Defiance Fuel introduced their first video that pounded home one of the most powerful messages a new brand could use to introduce itself, so powerful a leading writer cited it in a case study on message. But that was for a different reason.
That first video was one of purpose. (Seriously, if you have not see it, take a pause and watch it now. It’s that good.)
This one is one of celebration and… defiance.
In 1 minute, 13 seconds, a groove is born.
It uses only the actual sounds made by real athletes with real sounds (the sounds we tend to take for granted).
To create this celebration, we decided to do a mashup of sorts.
Here are some stills, followed by the video that’s crushing it.
And now the video (turn up your speakers!):
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