Case Study:
A Revolutionary Approach
Watch the film.
HAYABUSA needed to pivot. For 20 years, they had been a “fighters only” brand. Top quality equipment for elite athletes. But, with the explosion of boxing inspired fitness, a new, and much larger market was calling.
Our challenge was to welcome in a new kind of fighter, while remaining faithful to the spirit of the brand. Our pitch was a bold one: A film. Not an AD. Not a branded mini doc. A FILM. One that tackled real social issues and could go toe to toe with anything at Tribeca or SXSW. Something that lived at the intersection of art and advertising. It was a big risk for a brand that needed a big win.
Luckily for us, Hayabusa is a company run by fighters, and they were not afraid.
Results
IF I RISE skyrocketed Hayabusa to the forefront of the combat sport and box fit communities, creating a huge boost in popularity for the brand, propelling their instagram following over 100k in a matter of days, gaining admission to film festivals across the globe, receiving rave reviews from independent film magazines and fight promotors alike (not to mention a licensing deal with MARVEL). But the stat we are most proud of is this one: The purple gloves featured in film have remained in such high demand, they’ve been on back order ever since, with production unable to keep up with new orders.
As beautiful as this film is, any piece of work must ultimately be judged on its efficacy. For Hayabusa, IF I RISE passed this test with flying colors.
The film that changed everything.
“Working with Compel was an amazing experience. They quickly and fully understood our needs. They were as passionate as we were about the story we wanted to tell and the results are so much better for it. ”
Why It Works
A Powerful Story
Not a commercial, a film. Our heroine drives the story. Her goals, in turn, embody the spirit of the brand. By interweaving the story and the brand so tightly, we had no choice but serve both simultaneously.
By putting the story first, we put the customer first. This requires a certain degree humility, a humility that is reflected in the story: The gloves are not powerful, the gloves empower you. This is how brands build relationships through advertising. This is how we create value for customers.
Authentic Product Placement
The product is the tool that our hero uses to reach her goals. Conveying this idea effectively requires two techniques: Careful plotting and thoughtful framing. At each key moment in June’s journey, Hayabusa is the vital catalyst, tool, or symbol. Our lensing ensures this function is captured in its most compelling light.
Here are just a few examples of how the gloves and the brand are positioned in our story. These pivotal moments are the ones you remember, and in every case, there is HAYABUSA.
An Inspiration
When June glimpes her potential, in the form of her rival, she is using a HAYABUSA heavy bag to train.
A Catalyst
In her darkest hour, when June feels sure she has nothing left to give, it is her GLOVES that her coach places at her feet.
Turning Point
Finding the strength she didn’t know she had, June drives her glove into the canvas and pushes herself up, finally RISING once and for all.
In this moment of triumph, the word HAYABUSA, scrawled across her knuckles, appears in a way that is more than just authentic. It’s essential.
Defining Moment
Her coaches words echoing in her mind, June takes a deep breath and, for the first time, finds her calm within the storm. The fighter within her is born.
In this moment, she’s flanked by twin HAYABUSA falcons.
A Symbol
The films closing image contains a subtle but unmistakable nod to the HAYABUSA falcon logo.
There is no one-size-fits-all trick to integrate your product into a compelling story. Each project is its own unique challenge. It takes dedicated, talented, inventive people to find exciting new ways to intertwine brand, product, and story in an authentic way. We are those people.
Maximizing the Impact
A great film starts the conversation, but how to keep it going? You need to cultivate a BRAND ECOSYSTEM
IF I RISE was the centerpiece of the campaign, but ultimately, even the greatest of films can only be one post. To maximize our impact, we created a trailer, a poster, we teased with production stills, clips and bts. We hyped the release with a month long countdown.
After its release, we put out six one minute docs about each actor, their relationship to combat sports, and the brand. Six months later, we got the cast back together for a training session at a Roxy’s gym (photographed above), debuting new HAYABUSA gear. Over a year after the film’s initial release, Lanny, who plays the coach, is still creating online workout videos for HAYABUSA social channels. It’s amazing how far a good idea can take you if you get behind it.
Let’s talk about what COMPEL can do for your brand.