Do What Fills You Up

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.