Droga5 NY, Directing Duo rubberband Promote Self-Discovery For WHOOP


Robert Goldrich
Friday, Sep. 18, 2020


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Droga5 NY and rubberband.--a directorial duo handled by production house SMUGGLER--teamed on this first-ever TV commercial for the WHOOP 24/7 wearable fitness tracker and health monitor. The spot paints a  stark contrast between the vast knowledge we have of the world around us and the limited understanding of the world within us. This underscores the point that when we know ourselves better mentally, physically, even scientifically, we become better. 

Part of the overall “Know Yourself” campaign, the intent is to drive consumers’ focus inward.

The film itself is a dizzying journey through their audience’s insider knowledge. It makes references to statistics and facts in the Zeitgeist. Sure, it might fly over some people’s heads, but to WHOOP, that’s the point. The film is designed to celebrate their audience’s truly niche knowledge about the world, then challenge them to embark on a more meaningful journey of self-discovery, empowering the viewer with the key takeaway that it’s time to “Know Yourself.”

Running two cameras at the same time and shooting on 35mm film, rubberband. created a surreal, black and white void that captured the musculature of the bodies in a playful way. Executionally, the film uses two vocal talents who perform together in a duet, ricocheting between poetic stanzas in a verbal dance--each line intentionally crafted as a riddle for the audience to solve.

Every step of the process--from the shoot, to the edit to the graphics and sound design--was done remotely and in an effective collaborative fashion due to the teamwork of all involved.


Client WHOOP Agency Droga5 NY Tim Gordon, Felix Richter, co-chief creative officers; Lauren Ferreira, creative director; Bastien Grisolet, sr. art director; Sara Muchnick, Diana Perez, Gabe Santana, copywriters; Stefan Folio, Germany Lancaster, art directors; Rich Greco, executive design director; Leslie Cheng, designer; Jesse Brihn, director of film production; Jake Herman, producer, film; Mike Ladman, sr. music supervisor; Shayan Amir-Hosseini, executive producer, experiential; Aaron Matys, producer, interactive; Justin Ciagette, strategist; Clark Cofer, sr. communications strategist. Production SMUGGLER/LFR rubberband., director; Norm Li, DP; Jason Filmore Sondock, DP (B cam); Sue Ahn, exec producer; Luigi Rossi, producer. Editorial Whitehouse Post Nate Katz, editor; Spencer Roth-Rose, assistant editor; Caitlin Grady, exec producer; Ryan Smith, producer. Postproduction Carbon Nick Haynes, exec producer; Liam Chapple, creative director; Aubrey Woodiwiss, colorist; Laurie Adrianopoli, color producer; Maxime Benjamin, motion graphics; Tessa Treanor, producer. Music Found Objects Track Title: “Dig Deeper”; Trevor Gureckis, Jay Wadley, executive creative directors; Ben Marshall, creative director & composer; Adam Weiss, composer; Jennie Armon, exec producer; Nick Chomowicz, producer; Agatha Lee, music coordinator. Sound Wave Studios Aaron Reynolds, mixer; Vicky Ferraro, exec producer; Eleni Giannopoulos, producer. Media Agency Noble People

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