Finding the Whitespace
in the Workout Space
Unlike energy drinks of the past, ASHOC uses progressive, natural ingredients that work with your body, not against it. This new perspective on performance is fueling the next generation of athletes to new heights, and the brand wanted to stake their claim on the movement.
Nemo partnered with ASHOC to concept and create Reach Your Peak, a killer, attention-grabbing campaign that defines their unique brand DNA and product position.
CAPABILITIES
Creative Concept Direction
Visual Direction
Copy Development
Product and Lifestyle Photoshoot
Retouching and Post Production
Visual Center Development
Digital Asset Development
Keep it Real and Relatable
The energy drink / fitness category is intimidating and unattainable. But that “training is for competitive athletes,” “exercise happens in the gym,” “no pain no gain” mindset is the old way. The new generation is hardwired to move and stay active, because boredom is the enemy of living your best life.
Reach Your Peak taps into this fresh active-lifestyle mindset and defines the brand’s new whitespace: authentic and legit on a performance level, but also inviting and approachable.
This is How You Reach Your Peak
A rally cry for the new gen, Reach Your Peak is bettering the best version of ourselves. Anywhere, everywhere. Further, faster, longer, stronger ... one more set, rep, lap, another go ’round the track. It’s that reach for that feeling that keeps us coming back.
We created an optimistic, approachable visual identity and messaging system. Campaign imagery was fitness-focused, but the tone bright and bold, capturing occasions throughout the day in and outside the gym.
Extend the System
To backup the core campaign, Nemo then extended the system to deliver content stories highlighting A SHOC’s star athletes. First up, Freddie Freeman of the LA Dodgers. We combined elements from the core campaign with a unique look and feel to celebrate each athlete’s achievements in an elevated way.