What is Ladder you ask? The Reel 360 team sure did.
Founded by LeBron James, Cindy Crawford, Arnold Schwarzenegger and Lindsey Vonn, Ladder, “empowers you to reach your lifestyle goals by providing support and guidance from world class advisors and experts.” Their solutions are designed around an integrated system built on three pillars – content, community, and product – that help you achieve a healthy and active lifestyle.
Ladder makes reaching lifestyle and health goals attainable by providing direct-to-consumer energy powders and other supplements along with content, support and guidance from world-class advisors and experts. To introduce this subscription-based brand to the world, Human Design created a series of commercials, directed by Jacob Lewis and a viral media campaign.
The 60-second anthem, ‘We Are Ladder,’ launched in November, interlacing videos of the four active celebrities – and other health people – engaged in their daily activities, from yoga and weightlifting, to cooking and spending time with family, to group exercise classes and business meetings.
Throughout the energetic spot, individuals repeat mantras such as, ‘There is strength in numbers’, ‘There is no magic pill’, ‘Life is a workout’ and ‘We are Ladder.’ Take a look below:
“The team at Ladder created a product that was born out of their own life experiences, and built using their unique resources. Helping them tell that story was an honor,” said Human Design’s chief creative officer John Weiss.
“Ladder is on a mission to shift the mindset of the wellness industry and create a community that helps individuals sustain health and balance in their lives. Human Design had the talent and dedication to excellence that made it easy for us to share our vision,” added Jack Gray, chief marketing officer at Ladder.
Additionally, Human Design cut eight 30-second spots – two per celebrity founder focusing on how they live their life as a workout. Those will begin rolling out online in January since the new year is the prime season for resolutions, which often involve commitments to wellness.
Social media cut downs will also be created so the work can be featured as Facebook posts and Instagram posts and stories.
CLIENT: Ladder LLC
AGENCY: Human Design
COPYWRITER: Adam Bornstein, Jacob Lewis
ART DIRECTOR: Victoria Rafanelli
CHIEF CREATIVE OFFICER: John Weiss
GROUP CREATIVE DIRECTOR: Jack Gray, Tim Twinem
ASSOCIATE CREATIVE DIRECTOR: Kendall Selverian
PHOTOGRAPHER: Eric Ray Davidson
PRODUCTION COMPANY: Human Design
EXECUTIVE PRODUCER: Jacob Lewis
DIRECTOR: Blaine Hogan
DOP: Bjorn Amundsen
PRODUCER: Autumn Hymes
LINE PRODUCER: Courtney Witherspoon
EDIT COMPANY: Human Design
EDITOR: Tim Twinem
COLOR COMPANY: Apache
COLORIST: Arianna Shining Star
MUSIC COMPANY: The Music Bed
SOUND COMPANY: Foundry Mass
SOUND ENGINEER: Jeremiah Dunlap
Source: Sapka Communications