Invisible North (IN) unveils 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 organisations, WalkGood LA. Following the launch, they partnered with organisations 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 fuelling 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.
Alongside the launch of the TVC, Propel and Michael announced year two of the Propel Your City Project. Inspired by last year’s success working with partners and providing one of them with a physical space, this year’s initiative was about expanding on those efforts by providing all of the partners with that opportunity. For nearly a month in Newark, Atlanta, Houston, and LA this summer, the free pop-up fitness hubs will give exercisers access to a rotating schedule of exercise and wellness classes from 16 local organisations, over half of them new partners this year, selected for their commitment to inclusivity in fitness.
The 360 campaign covers all bases, anchored by the TVC and complemented by accessible social content. IN developed and produced 20 unique social assets designed, shot, and edited specifically for social platforms and audiences, featuring Michael and various Propel products.
Another key component of the campaign is Propel’s iconic droplets, a signature element in their commercials from the start. Traditionally, these droplets were CG. This year, they developed a timeless and unique approach in collaboration with FXWRX studio. These effects were created in camera with practical VFX, resulting in a magical and one-of-a-kind look for the droplets. Impressed with the results, they extended this technique to the logo lockup to bring motion to Propel. All logos in their TVC and social assets were fully shot and created with practical VFX. The behind-the-scenes process is as fascinating as the final TVC and content.