Second Skin

PRODUCTION + POST + ORIGINAL MUSIC + AUDIO ENGINEERING + SOUND DESIGN

Listen

Crossfit athletes are both highly skeptical and difficult to appease. So when Dick’s Sporting Goods launched a new athletic wear product line for that demographic, an agency partner asked us for content that showed the durability and versatility of the product.

Create

The key here was gritty realism. We worked with two groups of crossfit social influencers in two separate shoots—Brooklyn and Boulder. Using only natural light, we filmed real athletes during real workouts in both the city and the outdoors in order to show that this product line could hack whatever they were thrown into.

AGENCY: VMLY&R