Xs Nation
You vs You
The Brief
XS Nation wanted a high-energy campaign featuring two new flavors. The concept centered around the idea "You vs You" — highlighting discipline over motivation and the mental toughness behind training.
Shot on a running track, the visuals focused on motion, intensity, and athletic performance.
Key Takeaways
- 01'You vs You' concept emphasizing mental toughness over motivation
- 02High-energy action photography on a running track
- 03Featured two new XS Nation flavor launches
- 04Combined photo and video for multi-channel delivery
Client
Xs Nation
Year
2025
Type
Campaign
Location
Track
Capabilities
Video Production, Video Editing, Color Grading, Lifestyle Photography
Credits
- Creative Direction — Barrett Shutt
- AC — Garrett Baker
- Camera Operator — Austin Baker
- Photography — Barrett Shutt
- PA — Colin Sauer
- Talent — Tayler Fettig, Xavier Chappel, Savannah Lee
FAQ
What was the concept behind the XS Nation track campaign?
The concept centered on 'You vs You' — highlighting discipline over motivation and the mental toughness behind training, rather than flashy athletic highlights.
How many people were on the production crew?
The crew included Barrett Shutt on creative direction and photography, Garrett Baker as AC, Austin Baker as gaffer, Colin Sauer as PA, and three talent — Tayler Fettig, Xavier Chappel, and Savannah Lee.
