Instant Hydration
Built For More
Campaign·2025·Track
The Brief
Instant Hydration wanted a campaign that felt grittier and more grounded than traditional fitness content. The goal was to capture the discipline and work ethic behind training.
The visuals leaned into a darker, moodier tone that emphasized effort, focus, and performance.
Key Takeaways
- 01Darker, moodier tone compared to typical fitness content
- 02Emphasis on effort, focus, and discipline over glamor
- 03Mixed photography and video on a running track
- 04Grounded visual identity for an emerging hydration brand
Client
Instant Hydration
Year
2025
Type
Campaign
Location
Track
Capabilities
Lifestyle Photography, Video Production, Video Editing, Color Grading
Credits
- Creative Direction — Barrett Shutt
- Photography — Barrett Shutt
- Production — Playground Studios
- Talent — Al Dunah
- Talent — Brenna Nelson
- Talent — Anastasia Verinciuc
FAQ
01
What made the Instant Hydration campaign different from typical fitness content?
The visuals leaned into a darker, moodier tone that emphasized effort and discipline rather than the polished, aspirational look most fitness brands default to.
02
Was this a photo or video campaign?
Both. We delivered a mix of lifestyle photography and video content, all shot on a running track to keep the visuals cohesive and grounded.
