Thu, 27 Oct 2022 16:06:19 GMT
To support the launch of the latest running innovative POD 2, performance sports technology company COROS Wearables has released a powerful product film, created to both inspire and educate runners. Directed by Noah Conopask and developed collaboratively by the in-house team at COROS and LA-based creative company DOMO, the :40 film and shorter versions are debuting through targeted broadcast and online placements, and on the brand’s social media channels.
As confirmed by COROS, this campaign represents the brand’s first significant national media buy across cTV, YouTube, and social media.
Noah and DOMO are well-established experts in the creation of inspired storytelling for sports marketing, building on a legacy of developing ground breaking campaigns for scores of leading brands. Based on this expertise, Noah was the only director considered by David Reti, the brand’s lobal director of brand and content, for this pivotal assignment.
“The COROS POD 2 is very technical proposition, that we needed to communicate, simply, clearly and beautifully,” David began. “This product is designed to solve problems that runners don’t always know they’re experiencing, so unpacking the underlying limitations of all GPS watch technology in way that is visually exciting yet easy to understand was critical to the success of this project.”
“David is very familiar with my work thoughtfully conveying unique brand identities in sports ads,” Noah explained. “Also understanding DOMO’s deep commitment to addressing the entire creative spectrum, it was a great honour for us to be part of this dream team.”
The film presents three runners preparing their GPS watches and starting their runs in specific environments: in a city, on a track, and on a treadmill. Beginning without the POD 2, glitchy ghost imagery represents GPS lag effects. “GPS watch technology is amazing, but it’s not perfect,” the voiceover begins. “Tall buildings interfere with the signal; pace changes have up to a 10-second delay; and indoor workouts are just GPS guesswork.”
After connecting a POD 2 and attaching it to a shoe, each runner fluidly picks up the pace, and the VO continues: “Which is why COROS developed the POD 2, to work with our GPS watches and capture more accurate real-time data for instant metrics you can always rely on. Take your COROS watch and your run beyond the limits of GPS with POD 2.”
DOMO’s contributors also include managing director Rani Melendez, director of photography Eric Ulbrich, and many others, along with editor Chris Walker of Marshall Street Editors, and finishing and VFX courtesy of Union Editorial LA/Hunter. Noah provided additional insights into the production process.
“Based on our extensive discussions with David, together we homed-in on an unforgettable, highly specialised ‘expression’ we knew would set COROS and this product apart, powerfully and authentically,” Noah continued.
By the director’s account, his next focus was on conducting exhaustive prep work, which in this case was very fast-paced and instinctive. To maximise their single day of production across several locations with talent, locales were brainstormed and scouted diligently. “I knew I wanted to maximise coverage and have beautiful light throughout the film. With a tight crew and beautiful locations, we had the perfect conditions.”
Also professing love for the hands-on approach, Noah and Eric ultimately decided on having the DOP’s rig on a MOVI with him in a body mount, and the director operating pan and tilt from the control wheels. Marrying deep, intuitive craftsmanship with sophisticated artistry, their approach allowed them to maximize another of Noah’s favourite aspects of storytelling: characters.
“Characters are always alive in my work – and each has the power to reach out and grab you,” he confirmed. “I love capturing these moments where you see an expression or action shift … where their story evolves, and their journey resolves at the end.”
Acknowledging the bounding enthusiasm of the on-camera talents, the director worked with each to craft their characters. “We all had a great time mapping out runs and getting them in sync with the energy of the brand message, and the camera,” Noah added. “This made for fun, energetic running, and sublime results on camera.”