The Other 23 Hours
EQYP Campaign
A recovery system for the hours you're not training.
01 - the brief
Sell the whole recovery line without a list.
EQYP's outdoor recovery line spans five tools. The assignment: make a five-product lineup feel purposeful, not redundant, by pairing each tool to a specific everyday problem — and anchor the middle on a cooler reveal (the cold roller) as the visual centerpiece.
02 - the insight
The problem isn't training — it's the other 23 hours.
The real pain lives at the desk, the couch, the bed. So the structure intercuts five quick problem/solution pairs — indoor pain, then the matching tool on a coastal yoga mat — so the viewer never sits in the problem and each tool earns its place. The cooler reveal breaks the pattern to spike attention.
Every problem had a tool. The target audience just didn't know it yet.
03 - the creativge engine
Strategy before a single frame.
Pain
Recovery outside the gym — desk, couch, and bed tension nothing addresses
Persona
The active person whose real problem is the 23 hours around training
Angle
Every problem has a tool — the line is a system, not a list
Funnel
Problem-aware → product-aware, five paired beats
The path the concept runs on.
04 - the matrix
Mechanic
Reframe
Hook
Curiosity
Format
Demo
A demo built on a reframe, opened on a curiosity hook. The other 23 hours recasts the full line as one recovery system, not a list of separate tools.
05 - the execution
Sixty seconds, alternating structure, trail + mat, with ocean backdrop.
Hook
Trail path to camera — "My body was fine during workouts, it was the other 23 hours that were the problem."
Five pairs.
A 2-second indoor pain cutaway, then the matching tool on the mat — desk, couch, soreness, tension, stress.
Reveal.
Mid-video: the cold roller lifted from cooler pack — the pattern-break centerpiece.
Payoff.
All five tools, ocean behind: "every problem had a tool."
06 - Production
Where the thinking gets made.
Short-form Videos
Paid Ads
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capabilities demonstrated
Short-form video
Concept & scripting
Shot list & direction
On-location production
Video editing
VoiceOver
Creative Strategy
More Creative
Campaigns & Concepts
See how I work with other brands — from the first insight to the final asset.
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EQYP - The Recovery Line
The Recovery Reset
First-person testimonial reframes recovery as the workout.
Keep Exploring
Also in the work
The campaigns are one part of it. Here's the rest of the work, and the way in.
Product & Lifestyle Photography
Showcase
Editorial product and lifestyle stills from the shoots, the frame that sell the products and the life around it.
Paid Creative Ads
Showcase
The paid social creative, built to stop the scroll and move the metric it was made for.
Case Studies
Full Engagements
The deeper work, from brand strategy to the systems that keeps it running after handoff.