Every Breath Is Fuel

The brief

Phlex was relaunching as a software platform, with Polar's Verity Sense and the Apple Watch as the trackers, to people who had been told for years that a wrist device could not follow a swimmer. The film had to make the product feel inevitable to a competitive swimmer without turning into a spec sheet. One rule going in: no feature list on screen. If the water and the athletes could not carry it, the film was wrong.

Approach

This is the one Phlex film I did not shoot myself. I brought in Innerbloom Film, wrote the brief, cast the athletes, ran the shoot days and the logistics, and sat with the edit and grade until it matched the tone the athlete stories had set. My camera work on this campaign was the stills and the social cutdowns: vertical and square versions built from the master and from my own deck footage, each cut for the platform it lived on rather than trimmed from the hero.

Outcome

The film anchored the relaunch page and every paid placement for the campaign, and it is the piece the 2023 platform story rests on. It is the piece I point people to first, which is why it is the film on the front of this site.

What shipped

• Hero film, 16:9
• Social cutdowns in 9:16, 1:1 and 4:5
• Launch stills for the campaign page and paid placements
• Campaign plan and distribution calendar