Created to launch EAS Myoplex’s product line Shred, the Get Shredded campaign celebrates the originality and self-confidence that stem from exceptional results. Widely regarded as one of the most powerful players in the National Football League, Melvin Gordon was an obvious choice to represent the power and strength of EAS Myoplex’s Shred products. Capturing Melvin’s individuality and celebrity status was a fundamental aspect of executing the multi-medium content strategy.
“Serif’s creativity plus their dedication has helped our team create beautiful films to support the launch of our new brand. The team collaborates well with Clients, often under tight timelines, taking into account the feedback and coming back with solutions that exceed expectations. Their original approach to creative problem solving consistently delivers work that is above and beyond the scope.”
In preparation for the Shred launch, Serif worked to evolve how social content and digital media buys can be optimized for national reach and hyper targeted positioning for retail distribution. We used geo-fenced digital targeting to support brick-and-mortar retail deliveries with digital campaign content.
In the core film, we created a tornado of intense personality and pop-culture references, including comic books, Mario games, Double Dragon, celebrity, and Hulk Hogan. Additional spots, including a behind-the-scenes feature, built momentum to drive the campaign.
Melvin’s individuality was a fundamental aspect of executing the multi-medium content strategy that positioned Shred to a younger demographic. Exhibiting the product benefits to Melvin’s athletic performance, while unleashing Melvin’s passions was key to connecting with 16- to 21-year-old sports fans.
Designing and coding a campaign launch site that enabled fans to play a 16-bit video game was AWESOME. In a nod to Melvin’s pixel heroes of the past, we animated Melvin to dive even deeper into the SHRED-induced experience. This animated game and video elements enabled fans to engage directly with our social content and the new Shred product line.
“Working collaboratively across media targeting, web developers, 16-bit game animators, and filmmakers toward one goal was super cool and a very unique aspect to this campaign.”
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