The brief

A company nobody had heard of needed to feel like a product category on the day it was announced. The teaser had to say "swim technology" in a way that competitive swimmers would take seriously, and it had to do it with footage I already had from the athletes who had been testing the tracker.

Approach

Hard cuts on the beat, rich underwater texture, bold type that flickers rather than animates, and a sound design that treated the pool like an engine room. I produced, shot, cut, built the graphics and mixed it. The athlete roster is the reason it works: Olympians and world-record holders on screen, none of them acting.

Outcome

It was the first thing most people saw of Phlex and it set the premium positioning the brand kept. Every launch asset that followed borrowed its type and its pace.