Sonixphere created an emotional orchestral score for The Richards Group, Dallas and Destination XL (DXL) utilizing 23 live musicians playing along with programmed orchestral elements. The suite of spots consisted of a :30,:25/05 and :15 and broke nationally on April 27th. Shot by Radical Media, the film chronicles the transformation of four bigger guys who morph from being just “average Joes” into “towering icons of style,” as a result of donning stylish designer duds sold by the largest one-stop shop for men’s apparel in waist sizes 38 and up.
SPW CreditsAgency: The Richards Group
Creative Directors: Danny Bryan, Todd McArtor; Art Director: Rodrigo Maycotte, Copywriter: Joey Googe, Agency Producer: Dan Calhoun
Music: Sonixphere
Engineer: Mat Lejeune
Production Company: Radical Media
Director: Brendan Hearne, Director of Photography: Tim Hudson
Post Production: 3008 Editorial, Dallas
Editor: Marc Stone, Online Editor: Mark Sullivan, Final Audio Mix: Matt Cimino
Propel featuring Michael B. Jordan
Invisible North (IN) proudly unveiled a pioneering 2024 360 campaign for Propel, starring Michael B. Jordan. Last year, Propel announced Michael as their new brand partner, with a shared mission of bringing communities together through movement. In year one, IN partnered with Propel and Michael (alongside NOUN and Acceleration Community of Companies) to launch the Propel Your City Project (PYCP) - an initiative to drive fitness access by investing in local communities.
To launch the project, a hero film was created to share the ‘why’ behind PYCP and feature one of the partner organizations, WalkGood LA. Following the launch, they partnered with organizations in Atlanta, Detroit, Houston, and LA to expand programming in bespoke ways to address local needs and make the most impact. Year one was a huge success - providing over 160 free fitness classes for exercisers nationwide and seeing a positive impact on the local organizations, including supporting WalkGood LA in establishing an accessible, central fitness space called The WalkGood Yard. Building off of the success of 2023, IN worked with Propel and Michael’s team, to lean into the power of community to create a brand anthemic spot. This year’s TVC showcases Propel’s shared mission with Michael to help exercisers reach their goals with the help of their community. As their research confirmed, for many exercisers, going on their fitness journey alone can be difficult, which is why the spot captures the energy and motivation that comes from moving together. It also highlights how Propel plays a role in fueling your fitness journey, with Michael speaking to the power of having a community that pushes you toward your goals.
The 30-second spot is currently airing on all... Read More