F O R G E T H R O U G H F A L L
CamelBak tapped Digital Surgeons to not just promote and advertise the Forge, a vacuum-insulated coffee and tea travel mug but to activate the brand’s social communities around the new product.
CamelBak tapped Digital Surgeons to not just promote and advertise the Forge, a vacuum-insulated coffee and tea travel mug but to activate the brand’s social communities around the new product.
On a tight timeline, and with a non-existing production budget, we developed a social program to engage their growing social communities by speaking to the core CamelBak consumer personas — die hard fans ranging from hikers and mountain bikers to CrossFit athletes. Striking lifestyle photography displayed the Forge next to a mountain biker’s tire pump or a CrossFitter’s kettlebell. But we didn't stop there, we also took inspiration from Instagram-inspired coffee art and launched a range of short video vignettes and gifs using stop motion design.
