Degree Men:Masters of Movement

Problem

Degree Men had a performance claim and no standing with the people who actually live performance. An audience raised on rider-shot footage can smell a sponsor in three seconds.

Every brand in the category says it moves with you. Almost none of them has anything worth watching to prove it.

Solution

Masters of Movement: films built around athletes working at the edge of what their sport allows. Travis Rice drawing lines down big-mountain faces in a helicopter's shadow. Darren Berrecloth riding terrain most people would not walk down. Shot from inside the run rather than from the sideline, and cut long enough to let the riding breathe. The brand shows up at the end, once the film has earned it.

Results

The series ran as content people chose rather than advertising they sat through, distributed through social gaming platforms and Degree's own Adrenalist site instead of a media buy alone.