Concept

Leeds based Home agency tasked Anattic to create a short and powerful online ad to promote PhD's collaboration with Ross Edgley. The key message to push yourself beyond your limits, tying in the release of Ross Edgley’s latest book release The Art of Resilience and to show PhD's dedication to its audience and cement itself as a brand that fit this ethos.

Execution

A small crew directed by Matti Page, teamed up with HOME agency to film Ross Edgely's gruelling training day. The shoot split over 2 days to capture Ross' extreme physical training at the gym, a V02 Max test, to diving in the freezing cold waters of Manly Mere. A challenging and intense shoot led to the crew hanging over the edge of a small boat while trying to keep up with Ross. DoP James Stier adopted a cinematic shooting style with a handheld, fast feel to bring the viewer into the action and a collaboration with Sheffield based Fleye made for some stunning aerials.

Results

The film and creative campaign led to a 716% uplift in content reach, 15000 new followers, 621% increase in engagement and over 2.2 million views on YouTube + over 180,000 views on instagram.