Sports Research
Campaign Concepting
Design & Animation
Toolkit
The partnership with Sports Research began with a simple directive:"Help us cut through the sea of sameness in the sports supplement field."
And, as we dove into research for launching the repackaged Omega 3, we quickly discovered what they meant. Lots of lifestyle shoots, with sterile kitchen countertops, new-agey music, and empty-eyed models flexing while hocking performance supplements. But worse, with other brands, there were many promises unsupported by scientific research and weird additives used to disguise rancid ingredients.
From the beginning of development, the relationship with the Sports Research stakeholders was highly collaborative. They were in the midst of an identity refresh, so our launch would straddle the space between the older packaging elements and what was coming. Their top skew of OMEGA 3 was chosen because of its popularity and characteristics but ultimately the plan was to apply the same thinking to other skews. Spillt was ultimately responsible for the copy writing, Amazon store thumbnails, and product videos
Executive Producer
Kate Swift
Producer
Katie Mariani
Executive Creative Director
Ed Rhine
Senior Creative Director
Brian Eloe
Copywriting
Matt Chiabotti, Samantha Storey
Design & Animation
David Rickles, Adam Schmisek
Audio
Coupe Studios
Early on in this collaboration, we were trusted to play with the messaging and tone, and we quickly honed in on this product's most significant selling points: Pure ingredients, high potency, backed by real research, and sustainably sourced. That pinpoint focus allowed us to imagine their "sales funnel" in a tiered approach. We pitched a 3 part plan that included shooting some curiosity-building live-action vignettes, then a mixed media "edutainment" series, followed by a heightened CG product video. At each step of the customer journey, the story would tout purity, potency, sustainability, scientific credibility, and bold confidence.
The storytelling didn't just end with some new videos it also became the rallying cry on the Amazon storefront. The same level of swagger, bold visuals, and refreshed look were exported into the A+ template for the product page in the Amazon store. In all, some 24 different layouts and a fully templatized toolkit were created to allow Sports Research to refresh the copy as they wanted. The results? The customers were "frothing on the top" for Omega 3 en route to the biggest Amazon Prime day in the 40-year history of Sports Research.
