Propel featuring Michael B. Jordan
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Raz PR636 views
Invisible North (IN) proudly unveiled a pioneering 2024 360 campaign for Propel, starring Michael B. Jordan. Last year, Propel announced Michael as their new brand partner, with a shared mission of bringing communities together through movement. In year one, IN partnered with Propel and Michael (alongside NOUN and Acceleration Community of Companies) to launch the Propel Your City Project (PYCP) - an initiative to drive fitness access by investing in local communities.
To launch the project, a hero film was created to share the ‘why’ behind PYCP and feature one of the partner organizations, WalkGood LA. Following the launch, they partnered with organizations in Atlanta, Detroit, Houston, and LA to expand programming in bespoke ways to address local needs and make the most impact. Year one was a huge success - providing over 160 free fitness classes for exercisers nationwide and seeing a positive impact on the local organizations, including supporting WalkGood LA in establishing an accessible, central fitness space called The WalkGood Yard. Building off of the success of 2023, IN worked with Propel and Michael’s team, to lean into the power of community to create a brand anthemic spot. This year’s TVC showcases Propel’s shared mission with Michael to help exercisers reach their goals with the help of their community. As their research confirmed, for many exercisers, going on their fitness journey alone can be difficult, which is why the spot captures the energy and motivation that comes from moving together. It also highlights how Propel plays a role in fueling your fitness journey, with Michael speaking to the power of having a community that pushes you toward your goals.
The 30-second spot is currently airing on all major media, including ESPN and cable networks, effectively reaching Propel’s target audience. "Places to Be,” the newly released track from Fred again.., Anderson .Paak, and Chika, brings an upbeat energy to the spot.
Client: Propel |
Brand: Propel
Agency & Production Company: Invisible North
Content Name: Propel 2024
Propel
Chief Brand Officer: Anuj Bhasin
Senior Director of Marketing, Enhanced Water: Emily Boido
Marketing Director: Jessica Bechtel
Brand Marketing Manager: Kwaku Frimpong
Brand Marketing Associate Manager: Elyse Bush
Design: Kelsey Byrd
Communications: Meaghan Levenstein
Communications: Laura Wanerka
Invisible North
Creative Agency: Invisible North
Executive Creative Producer / Head of Content: Nariman Hamed
Creative Producer: Tommy Petroskey
Scriptwriter: Jacob Follini-Press
Senior Account Director: Ariana Paulkis
Account Director: Zoe Barker
Account Manager: Gus O’Sullivan
Production
Production Company: Invisible North
Director: Nabil Elderkin
Director of Photography: Anthony Carella
Executive Producer: Amber Ward
Executive Producer: Nariman Hamed
Lead Content Producer: Tommy Petroskey
LA Line Producer: Ben Plotkin
NY Line Producer: Willa Goldfeder
LA Production Manager: Ruvi Leider
NY Production Manager: Alexis Del Prete
Post-Production
Post Production: Invisible North
LA Editor: Damion Clyaton
NY Editor: Rigel Kilston
NY Assistant Editor: Brendan Engle
VFX Artist: Olga Petrishena
Color
Colorist: Adolfo Martinelli
Music
Track Artist: Fred again.., Anderson .Paak
Song: places to be
Track Publisher: Sony Music Publishing, Warner Chappell, and Concord
Sound Design / Mix
NY Sound Designer / Mixer: Q Department
Social Assets
Production Company: Invisible North
Creative Director: Michael Washington
Director of Photography: Pavel Krikunov
Lead Content Producer: Tommy Petroskey
Editor: Eric Culhane
Editor: Pavel Krikunov
Editor: Rigel Kilston
Sound Design / Sound Mix: Luke Scheidemantle
Colorist: Evan Gradillas
Compositing / Roto: James Lee
CG Animations: Tom Taylor
Droplet World:
Production Company: Invisible North
Technical Studio: FX WRX
Creative Technical Director: Chris Webb
Business Manager: Graceann Dorse
Line Producer: Cheng Liu
Post Producer: Enzo Soubra
Lead Compositor: Ziga Radulj
Editor: Rigel Kilston
Color House: UPP
