The strategic talents of C+C and the storytelling experts of Invisible Collective have unveiled the “Salmon Warriors” campaign for client Salmon Defense. This indigenous-led nonprofit is focused on protecting Pacific Northwest salmon, including by convening the Billy Frank Jr. Salmon Coalition, an unprecedented alliance of tribal leaders, environmental scientists, government agencies, recreational fisherman, conservation groups and Washington-based industry.
Aimed at driving awareness and action, the recently aired campaign serves as a rallying cry for community involvement. In under four minutes, the film immerses its audience in the critical realities related to declining salmon runs, including habitat destruction, limited fishing opportunities, and the loss of a way of life for local tribes who have had relied on salmon for sustenance, culture and spirituality since time immemorial.
CreditsCredit List:
Client: Salmon Defense
Executive Director: Peggen Frank
Agency: C+C
Partners: Bryan Cohen & Julie Colehour
Account Director: Francesca Davidson
Senior VP of Creative & Content: Carey Evenson
Creative Director: Vandy Kindred
Art Director: Rachel Lovrovich
Creative Project Manager: Danni Cannon
Senior Producer: Chelsea Dornan
Post Producer: Jessica Miera
Producer: Taylor King
Agency BTS Photographer: Nick Ward
Production Company: Invisible Collective
Director: Sam Kelly Jr.
Director of Photography: Tyler Kalberg
1st Assistant Director: Tony Becerra
Story Producer: Jen Rosta
Line Producer: Zack Tupper
Creative / Executive Producer: Sam Kelly Jr.
Gaffer: Collen Newberry
Key Grip: Greg Smith
Production Manager: Nancy Wilson
Production Coordinator: Maya Kanga
Additional Photography: Sam Nuttmann, Ryan Hills
Editor/Colorist: Andy Seaver
Sound Mixer: Kelsey Wood
Composer: Marc McClusky at Supreme Music
Song: Buckets by Creeks
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