WHOOP
’Not an athlete’
Unlocking human performance for athletes – and not-so-athletes.
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Challenge
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
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Approach
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
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Results
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. This launch film and its following social activations made Germany the high-growth market in the WHOOP universe.
‘Not an Athlete’
partnership launch film
At the end of 2022, German influencer Paul Ripke started his partnership with Boston-based fitness tracker WHOOP. The brief was to take a few photos to announce the launch. But with an ambitious creator and with three days of development, Paul and I developed the idea of this video. Based on the fact that he is not the expected athlete and usually a brand ambassador like Ronaldo or Patrick Mahomes. The whole film was shot in one day on an iPhone.
Authenticity pays off
With over 5 million views to date, it is still one of most watched social videos on WHOOP Instagram account competing with content with high-profile sports celebrities like Ronaldo and Patrick Mahomes.
My role was Strategist and Creative Director
Protagonist & Editor Paul Ripke Launch November 2022