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art director & adventure photographer
Anthony Lieberman
WHOOP
The Ask: Convince the conscious athletes that you shouldn’t break your flow because short-term gratification hinders your performance long term. They should train their minds like a muscle.
The Answer: A distraction-free community that values mindfulness and athleticism.
Push Notification
Encouraging current users to try out Torch Trails.
When the weekend begins…
Conscious competitors head out on their day trip adventures hiking, climbing or surfing.
They receive a notification offering them a new and nearby trail introducing them to Torch Trails.
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Focus Mode
Addition to their app user interface.
Once on the trail…
No work emails, social notifications or other menial distractions while out in nature.
Our individuals whether through sport or occupation often are thinking about their need to focus, making it a trigger word for this tool.
Torchbearers
Nominated local athletes.
In the Torch Trail community…
Specific individuals are awarded the Torchbearer title.
This builds social currency amongst the niche audience of conscious competitors.
Direct Mail
For Torchbearers.
Featuring a limited-edition Whoop Torch, the visual signifier of their expertise.
Out of home
Featuring a local Torchbearer.
Youtube Pre-Roll
Featuring a local Torchbearer.
My roles
Ideation
Art Direction
Photography
Videography
Collaboration
Juan Pablo Delgado | Copywriter
Grif Mclaughlin | Copywriter
Type Of Work
Portfolio
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