PDX—NYC
In a connected world, we have insider knowledge about everything. We know all there is to know about sports, politics, Carole Baskin memes, WAP lyrics, and yet, when it comes to ourselves, we’re still in the dark. As a body metrics tracker for both exercise and sleep, WHOOP set out to turn the focus inward.
In our first film for wearable-tech brand, we wanted to create a different kind of sports-performance commercial solely focused on the body. To do that, we stripped away the stadiums, the fans, the set, even the color of the film—leaving us with a surreal void that highlights the musculature of our performers.
Every line of the script was intentionally crafted as a riddle for the viewer to solve. Sure, it might fly over some heads, but to WHOOP, that's the point. This was about celebrating our audience’s unique knowledge. For that reason, we had to make sure these “riddles” weren’t easy to crack at a glance.
After the film aired, we had our performing artists post our script on Genius.com and invited the Internet to decode the meanings behind every word, just like they would with any other song lyrics. Those who truly knew the inside of everything and could crack the lyrics, competed to win a free WHOOP strap and yearlong membership. In only a few days, every riddle was solved and we had our winner. One lucky fan took home a free membership and, importantly, embarked on a new meaningful journey of self-discovery with Whoop.
