ToughTested

Made To Go To Work

Video Production Web Development

The Challenge

After increasing the online sales of ToughTested by over 95%, [ 2 one 5 ] Creative turned their attention towards brand building marketing initiatives for the mobile technology company. With the brand having several ambassadors among various professions, a unique way of telling their stories was necessary to attach the products to real people who embody the brand and its #MadeToGoToWork mantra––microsite design and development and video production.


Awards Won

2018 Best of Online / Interactive Philly ADDY Award
2018 Gold Philly ADDY Award: Online / Interactive – Microsite
2018 Gold Philly ADDY Award: Elements of Advertising – Cinematography

The Approach

In order to build the proper channels for the #MadeToGoToWork ambassadors of ToughTested, [ 2 one 5 ] Creative concepted the idea of not only microsite design and development, but also full video production to help tell the stories. By having a web presence for the campaign as well a video content series, [ 2 one 5 ] Creative would be able to provide ToughTested with the appropriate brand building blocks necessary to establish a more emotional connection with their end user.

ToughTested Made To Go To Work FontsToughTested Made To Go To Work Colors

User Experience Design

Since microsite design and development is very different from full website design and development, [ 2 one 5 ] Creative designed a custom user experience to increase interaction on the site. To maintain the appropriate hierarchy, [ 2 one 5 ] Creative placed all ambassadors directly on the homepage, highlighted by video backgrounds for each. Each ambassador was then given their own exclusive page on the site featuring video content, an interview, photography, and ToughTested products that they use.

ToughTested Made To Go To Work Desktop

ToughTested Made To Go To Work Composition


Visual Design

When the user experience design was finalized, [ 2 one 5 ] Creative began applying the visual designs to the microsite. Using the ToughTested brand standards as a base, [ 2 one 5 ] Creative designed the site to be consistent with the visual language, but also have its own unique feel and look that would make the microsite stand out more. With a variety of graphic elements as well as carefully chosen fonts, the visual design of the microsite compliments the #MadeToGoToWork campaign.


Content Management Systems

When it came time for microsite development, [ 2 one 5 ] Creative worked with the WordPress content management system to provide the scalability and flexibility of future growth with the ToughTested ambassador program. Utilizing advanced WordPress development techniques, plugins, and more, the content management system behind the microsite allows for not only the design to reach the full potential, but also allows for updates to be easily made, streamlining the process from start to finish. All site content, including interviews, photos, and more, remains dynamic. The microsite won a 2018 Gold Philly ADDY Award as well as Best of Online / Interactive.

ToughTested Made To Go To Work Treatment

Treatment Writing

With the microsite design and development complete, [ 2 one 5 ] Creative turned their attention towards producing a video content series centered around the ambassadors. For each, research was done on the person and their story, finding the various nuances that make them each unique. From these, interviews were conducted with the ambassadors, after which treatments for each were written detailing the shots that match the various parts of the ambassador’s story.

ToughTested Made To Go To Work Live Action

Live Action

[ 2 one 5 ] Creative set out to shoot each individual ambassador in their own environment. Taking 8k cameras and drones to states such as Arizona, New Jersey, New York, Wisconsin, and Arkansas, [ 2 one 5 ] Creative captured footage of the ambassadors at work, home, and in their natural habitat, making for an even closer view into their life. By shooting each ambassador on location, [ 2 one 5 ] Creative was able to film the appropriate scenes and interviews. With a plethora of video content at their disposal, [ 2 one 5 ] Creative produced a short film for each ambassador.

ToughTested Made To Go To Work Live Action

Editing

After the footage of each ambassador had been gathered, [ 2 one 5 ] Creative began editing each into a short film. In editing, [ 2 one 5 ] Creative juxtaposed environmental b-roll shots with bits and pieces of interview with the ambassador. In working in this longer format during editing, [ 2 one 5 ] Creative was able to allow each ambassador to tell their story while showcasing them both at work and at home, providing compelling and emotionally engaging video content for ToughTested. The video produced for Ranger Tess won a 2018 Gold Philly ADDY Award for Cinematography.

Takeaways

Both the microsite design and development and video production for the ToughTested #MadeToGoToWork campaign have provided the brand with the content necessary to gain consumer awareness and trust. In not focusing solely on the brand’s products, ToughTested was able to build up their relationship with consumers through emotional connections that extend beyond goods. Additionally, the scalability of the entire campaign has allowed ToughTested to continue to expand their ambassador program as well as their #MadeToGoToWork initiative.