cTV
Art Direction
Story Boarding * Script Writing
This campaign was developed around the phrase “joyful obsession”. Climbing can be hard, scary, and a little intimidating but it can also provide access to an amazing and supportive community. We aimed to show the joy in the effort and the delight in the struggle as an antidote to isolation in an overwhelmingly digital world.
Concept
The primary challenge was providing awareness of a varied product offering (climbing, but also fitness and yoga) to a wide set of consumers while keeping the voice true to the BP brand.
The direction required a delicate balance in the tension between effort and approachability.
Challenges
Key Visuals
Big thanks to:
Motion Graphics: Morgan Scibetta
Videographer: Mo Herbert
Editing: Mo Herbert
Sound & VO talent: Mo Herbert