Blog

About The Client

Arctic Cool is a brand of activewear and accessories that is committed to helping its customers stay cool and comfortable in any activity or climate. Using revolutionary wearable cooling technology, their products are designed to keep you cool and comfortable no matter how hard you sweat. More than just moisture-wicking, Arctic Cool's anti-microbial products get colder the harder you train or play while also killing odor-causing bacteria to keep you fresh.

The Challenge

Arctic Cool offers a great lineup of wearable products and accessories and has a great value proposition in the market. However, the activewear industry is a crowded and competitive space. Being able to differentiate its brand and products in the market was not an easy challenge to overcome, and it was vital to get the message right about its new 2022 collection of products.

To make their mark, it was essential that their new product line launch be a success. But to do this, they needed to ensure that their target audience would not only be aware of the launch but also feel that the brand was reputable and high quality. Sparkhouse was brought on to help with this challenge and assist in helping to present the right image and message for the launch of their new products.

Scope of the Project

Arctic Cool's main focus at the outset of the project was to create excitement about what the brand has in store for 2022 while using it as a great opportunity to highlight the great technology used in all of its products. In order to do this, Sparkhouse was tasked with preparing and executing a one-day photo and video shoot highlighting actors in high-intensity workouts so they could better showcase how their products work. Optimal shooting locations were chosen, including gyms and yoga studios that were ideal for showing off the brand's products in action.

Pre-Production Planning

When it came to pre-production, Arctic Cool was actively involved in sharing its vision and goals for the project. After the initial discovery, Sparkhouse got to work on nailing down all the details of the project. This included:

• Reviewing documented shot lists from the client
• Categorizing each of the shoots — Lifestyle, Cool, and Cooler
• Identifying the right shooting locations

When it came to casting, specific attention was paid to choosing actors that would be able to better show off the brand's products in action while also representing a diverse range of personalities and body types. 

Sparkhouse reached out to a casting agency to help find talent that was genuinely fit and able to complete the tasks required for the shoot. In the end, one male and one female actor were chosen.

This project required more coordination than most before production began. Sparkhouse worked with various people, found an appropriate location, managed the cast and crew's schedules, and sorted wardrobes. Additional products, including yoga mats, blocks, and other gym equipment, were sourced to ensure the shoot felt authentic.

Production and Post-Production

The production was scheduled to last eight hours and consisted of a video crew, photographers, and a makeup artist on set to help create different looks. Arctic Cool was also on set to provide additional support and answer any questions that came up. They assisted with wardrobe changes and helped to keep the actors on track.

Once the shoot was complete, Sparkhouse took the time to color-correct all photos while creating a brand video showcasing the right imagery and messaging that Arctic Cool was looking for.

The Final Result

Thanks to the help of Sparkhouse, Arctic Cool was able to create excitement about the new 2022 product line they were looking for and give their target audience a real understanding of the overall value they offer. The video and photos created will continue to be used across various marketing channels, such as social media posts and website banner ads.

Sparkhouse was proud to be a part of such a fun and challenging project and looks forward to working with Arctic Cool again in the future.

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