Interactive

Bulletproof - You, only better.

By:
Kremer Johnson
A.J. 10 A.M. 9 D.B. 8 D.S.H. 10 F.A. 8 G.R. 9 GMUNK 8 J.S. 9 M.P. 8 M.S. 7 Creative 8.6 A.J. 9 A.M. 9 D.B. 9 D.S.H. 10 F.A. 9 G.R. 9 GMUNK 8 J.S. 9 M.P. 8 M.S. 6 Design 8.6 A.J. 8 A.M. 9 D.B. 8 D.S.H. 9 F.A. 8.5 G.R. 9 GMUNK 8 J.S. 7.7 M.P. 8 M.S. 8 Craft 8.3 A.J. 9 A.M. 9 D.B. 8.3 D.S.H. 9.7 F.A. 8.5 G.R. 9 GMUNK 8 J.S. 8.6 M.P. 8 M.S. 7 Total 8.5
Capitalizing on the new-year mindset and the quest to seek self-improvement, the campaign focuses on how Bulletproof Coffee Cold Brew helps drinkers become the best version of themselves through realistic, aspirational (and sometimes quirky) scenarios of people feeling greater energy and focus. You’re still you. Only better. Creative elements include: Four 15-second online videos promoted across social channels such as Facebook, Instagram and YouTube: “Vacation You,” “K2-Conqueror You,” “MVP You” and “Boy-Band You.” Three Pandora radio spots: “Work,” “Elliptical,” and “Dance Floor.” Out-of-home media such as bus wraps on targeted routes passing Whole Foods locations in Los Angeles, as well as wild postings and chalk stencils outside stores and fitness locations. Digital banners and social media ads targeted to consumers in Los Angeles, Chicago and New York. “We’re advertising in a category that’s overcrowded with wildly aspirational claims and imagery,” explains Paul Huggett, Tether creative director. “We just wanted to do something different. The quest for self-improvement doesn’t have to be taken so seriously.” The campaign will run through June 2018 and target audiences in Los Angeles, Chicago, New York and social-media users nationwide.
The Concept

Three characters:
Character 1 - FEEL LIKE VACATION YOU.
:15 VIDEO
OPEN ON A SUBURBAN BACKYARD. CAMERA CENTERED ON A WOODEN
HOT TUB. THE WATER IS BUBBLING AND IT LOOKS LIKE NO ONE’S THERE TO
ENJOY IT.
THEN A MAN BEGIN TO EMERGE FROM THE WATER. TIME SLOWS. HE ARCHES
HIS BACK AND FLIPS HIS HAIR IN ONE EPIC MOTION. THE SPRAY OF WATER
HANGS IN THE AIR AROUND HIM. SPARKLING IN THE SUN.
HE TURNS AND SHINES A RADIANT SMILE DIRECTLY INTO CAMERA. LARGE
SUPERS BUILD AROUND HIM.
SUPER: FEEL LIKE VACATION YOU.
WE PUSH IN TIGHTER AND TIME RESUMES SPEED. HE PRODUCES A TETRAPAC
OF BPC WITH A CRAZY STRAW. HE’S BEEN HOLDING IT ON HIS FAR SIDE
THIS WHOLE TIME. HE RAISES THE DRINK TO HIS MOUTH AND STARES DEEP
INTO CAMERA, SLURPING DOWN THE LAST DROPS OF GOODNESS.
SUPERS BUILD.
SUPER: YOU. ONLY BETTER.
BULLETPROOF

Character 2 - FEEL LIKE MVP YOU.
:15 VIDEO
OPEN ON A MEDIUM SHOT OF A WOMAN DOING YOGA ALONE IN HER LIVING
ROOM. HEAVY METAL BLASTS IN THE BACKGROUND, MOTIVATING OUR HERO.
CAMERA SLOWLY PULLS OUT AND IN A STAGGERED REVEAL WE SEE A TODDLER
CRAWLING OVER HER FEET AND A 4-YEAR-OLD ON THE MAT BEHIND HER.
AS THE CAMERA CONTINUES TO PAN OUT WIDE, OUR YOGA MOM MOVES
SEAMLESSLY THROUGH HER POSE, USING HER BABY AND TODDLER AS WEIGHT
RESISTANCE. A GUITAR SOLO WAILS IN THE BACKGROUND. THE KIDS DANGLE
GLEEFULLY, SUSPENDED IN THE AIR. LARGE SUPERS BUILD AROUND THEM.
SUPER: FEEL LIKE MVP YOU.
OUR MOM EXHALES CALMLY, HOLDING THE POSE WITH ROCK-SOLID STRENGTH.
WE CUT TO PRODUCT SHOT SITTING ON HER COFFEE TABLE. OUT OF FOCUS
BEHIND IT, YOGA MOM MOVES INTO AN EVEN MORE IMPOSSIBLE POSE. KID
BALANCED AS SHE CONTORTS.
SUPERS BUILD.
SUPER: YOU. ONLY BETTER.
BULLETPROOF

Character 3 - FEEL LIKE BOY-BAND YOU.
:15 VIDEO
OPEN ON A TIGHT SHOT OF A MAN PASSIONATELY SINGING IN THE SHOWER.
SUDS RUN DOWN HIS FACE AS HE BELTS A SONG OUT OF KEY.
WITH CLOSED EYES HE USES A BACK SCRUBBER AS A MICROPHONE. WITH HIS
OTHER HAND HE REACHES FORWARD, INTONING THE CHORUS OF A LOVE SONG.
LARGE SUPERS BUILD AROUND HIM.
SUPER: FEEL LIKE BOY-BAND YOU.
WE CUT TO A SHOT OF THE BPC PRODUCT ON HIS BATHROOM COUNTER.
IN THE FOGGED MIRROR BEHIND IT, WE SEE A REFLECTION OF THE MAN IN
THE SHOWER. A TACKY HAND TOWEL HANGS FROM THE BAR, COVERING HIS
IMPORTANT BITS.
FROM DOWN THE HALL WE HEAR A WOMAN YELL. SHE’S HEARD ENOUGH.
WOMAN: Shut up, Craig!
SUPERS BUILD.
SUPER: YOU. ONLY BETTER.
BULLETPROOF

The Production

Client: Bulletproof Coffee
Agency: Tether, Inc.
Art Producer: Alexis Smith
Producer: Megan Sluiter
Art Director: Rory Jensen
Creative Director: Paul Huggett
Video Editing / VFX: Dan Kelly
Writer: Saedi Hitner
Account Manager: Alex Warren
Retouching: Jeff Whitlock
Hair and Make up: Jenny Karl
Props and Wardrobe: Amos Styles
Stills and video produced and created by: Kremer Johnson
Locations: South Pasadena, CA and Quixote Studios.

Final

Delivered:
4 total :15 motion files
5 total stills

Bulletproof - You, Only Better (K2)
Bulletproof - You, Only Better (Boy Band)
Bulletproof - You, Only Better (MVP)
Bulletproof - You, Only Better (Vacation)
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