Up & Go

Sanitarium wanted to target 15-20 year old males to promote their breakfast drink Up&Go.

Exposed Wolf created the concept of shooting a web commercial using Parkour athlete Dominic Di Tommaso to indicate how Up&Go boosts energy, endurance and skills during the day.

In order to integrate the product into the video using Parkour techniques, I created a storyboard. I incorporated the concept of the athlete powerfully kicking the product into a bin after drinking it, before beginning his stunts. The stunts were big and the movements fast, with an up-tempo soundtrack adding to the excitement of the adrenalin filled video. This very much appealed to their target audience and Sanitarium loved the concept. The final delivery works extremely well.

The end result saw the video views hit 400,000 in the first 2 days and continues to grow.

Due to the success of the first video Exposed Wolf has been commissioned to conceptualise and shoot 3 more videos using different sports.