GO DEEPER

To start, we redefined Victus current product categories and separated them into three distinct brands centered around the cornerstone product in each vertical – the bats. The Grit Series, named after the Victus Grit Matte Bats was the first product category to launch.

Phase Two: Design Everything

After establishing the Grit Series design direction, our team got to work designing t-shirts, hoodies, hats, knob stickers and batting gloves. We designed everything down to the tags and packaging.

Phase Three: The Commercial

For the Grit Series Launch Commercial, we knew we wanted to create a fast-paced, gritty offseason training spot that would really encapsulate the Grit Series attitude. Filming with our RED Weapon 8K Helium Cinema Camera we knew we wanted to go handheld and get as close to the action as possible so that the viewer would feel as if they were part of the workout with the players in the spot.

We found some amazing locations around the city of Philadelphia that would work as gritty environments to capture the players training. We utilized a small crew and began filming at 5am on an inner city field in Philadelphia. Right as we began to film the snow started coming down and it was absolutely beautiful on camera.

Social Media Spots

We produced several spots for a pre-launch Social Media campaign.

Awards

We picked up some hardware for this one winning five LOUIX Awards for Branding, Product Design, Fashion Design, Brochure Design, and Online Advertising as well as five Addy awards, a Gold Addy for Sales Presentation catalog and Silver Addys for Publication Design & Magazine Design, Social Media Campaign, Internet Commercial, Cinematography Campaign. We were also named a Gold Winner for the 2018 MarCom Awards in Print Media & Publication.

marcom awards


Credits

Client: Victus Sports
Production: JTWO

 

Coach: Darryl Bell

Producer: Travis Capacete

Director: Justin Jarrett

DP: Chris Harley

AC: Jason Miller

Location Sound: Jelani Thomas

Production Assistant: Ian Schobel

Graphic Design: Monica Grevera

Photography: Kevin York

Special thanks to the following locations for allowing us to film:

Everybody Hits

Crossfit Novem