The First Step is the Hardest

Tankdwear already had a devoted following which spanned as far as the US & Europe due to the background and value it supplied to the fitness community, especially in the bodybuilding scene. With a dedicated following, Tankdwear was anxious to begin their rebrand to incorporate a wider spread fitness appeal.

A New Look For Tankd

Tankdwear produces a premium product for an affordable price, which was heavily tapped into by the weightlifting community. The fact that they were growing at an exponential rate in Canada specifically within the Bodybuilding community, this type of rebranding & transition had to be done very carefully & tastefully, as to not damage their brand & reputation within the industry.

The aim was to break into a larger market of consumers and appeal to a wider range of fitness enthusiasts, requiring a fresh new look look & an extension of brand collateral to make this possible.

Telling a story.

After a month of implementing our re-branding strategies & content, it was time to now create more substance & context as to what message Tankd is trying to communicate in terms of who they are and what their brand means

This video's concept was built by extensive consultation with Tankd in order to truly carve out something deep and meaningful that their audience could connect with.

The concept became clear... Create an in-depth piece with one of Tankd's athlete's who's story personifies what it means to be "Tankd". Keeping in mind that it must be choreographed & filmed in a way that is easy to consume for the audience in terms of being able to identify with the deeper meaning that the visual is trying to portray.

The video must be within 60-70 seconds in time, include a heavy focus to the story line as briefed whilst also paying particular attention to the way in which the actual clothing garments are portrayed: durable, tapered/fitted and withstanding of harsh physical environments.

Here's how we did it.

“I knew 3 Style Media were the guys for us as soon as we saw their initial concepts & strategy. They understood the task at hand & aligned with our vision seamlessly.” Nick Hilton, CEO & Founder, Tankdwear.

Unless you're a fitness enthusiast or athlete, athleisure apparel can all just seem like glorified sweat pants. So we educated ourselves as to why active wear is important to the consumers within this niche. It turns out that good quality materials, tapered style fits & a long lasting garment that can look brand new wash after wash are really important aspects that consumers will consider before making their purchase.

These were imperative factors when it came to creating the visual content for Tankd. Not only was it necessary that the videos were short & hard hitting, but we also had to make sure we could communicate these features very clearly within each of our digital assets to be transparent & provide value to the consumer.

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Campaign Phase 1 at a glance.

The design brief for this short social media video was short & simple. Hard hitting, all-terrain, impact, fast.

We delivered: A video which has the ability to capture the audience's attention within the first five seconds. This was achieved by having multiple transitions within the first few seconds of the clip, along with showcasing multiple athletes to keep the viewer guessing as to where the clip is going. It was imperative to also bring focus to the branding & logo on the garments.

This video was shot with a wide range of athletes of different ethnicites & aesthetic builds, which was imperative in our planning phase to ensure we weren't veering too far from the bodybuilding type aspect whilst slowly incorporating a more fitness esq type feel.

The design brief & guidelines were met beyond expectation and the response & positive engagement throughout social media was x5 more than that of any previous piece of their content within the first 12 hours of release.