Do What Fills You Up

Agency: GYK Antler

Cliford Mervil

Zoe Kalapos

Gabriela DeBues-Stafford


In a new campaign from CamelBak – “Do What Fills You Up” – the leader in hydration innovation taps a diverse and powerful group of brand ambassadors and visually arresting production techniques to transcend stereotypical representations of athletes and outdoor enthusiasts using water bottles and hydration packs, elevating the brand to a higher order: CamelBak is how you get hydrated, body and soul. No matter who you are or what you do to get centered, CamelBak wants you to fill up, so you can do what fills you up.

To generate brand and product breadth awareness, CamelBak created a video series – featuring Zoe Kalapos, Jenny Bruso, Gabriela DeBues-Stafford and Cliford Mervil – that illustrates the difference between what an activity looks like – shot in black and white – versus what it feels like – shot in infrared, giving the campaign an otherworldly technicolor vibe.

The campaign, concepted to seamlessly align with CamelBak’s overarching brand platform – “Thirst for More” – demonstrates the company’s commitment to accompanying every adventure and how they’re prioritizing inclusivity and representation in their marketing efforts.

This professional campaign titled 'Do What Fills You Up' was published in United States in June, 2022. It was created for the brand: CamelBak, by ad agency: GYK Antler. This Digital medium campaign is related to the Fitness, Other, and Recreation, Leisure industries and contains 3 media assets. It was submitted over 1 year ago by Marcomms: Ginger Ludwig of GYK Antler.


Client: CamelBak
Natasha Schroth, Director, Global Brand Marketing
Tim Perry, Senior Manager, Brand & Product Marketing
Colin Belisle, Associate Brand Manager
Grace Hinckley, Marketing Content Associate

Agency: GYK Antler
Executive Creative Director: Mike Sullivan
Creative Director: Ellen Foord
Sr. Art Designer: Dan Hlivka
Creative Strategist: Cristin Barth
Design Director: Cassie McElaney
Jr. Designer: Suellen Guerreiro
Executive Producer/Director: Matt Doyle
Director of Production: Tyler York
Director/Director of Photography: Dan Dunn
Editor: Josh Drake
Editor/Motion Designer: Tori DeYeso
Director of Strategic Planning: Mike Giovinelli
Account Supervisor: Mikaela Mandeville
Head of Media and Innovation: Jason Carrasco
Project Manager: Colleen Fahey

Production Partners:
Photographer: Brian Nevins
Producer: Creighton Baird
AC: Maxwell Santeusanio
AC: Alex Lopez
Camera Operator: Joshua Bogardus
PA: Brad Mickelson
Colorist: Phil Choe/Nice Shoes

Talent/Brand Partners: Zoe Kalapos, Jenny Bruso, Gabriela DeBues-Stafford, Cliford Mervil


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