THE Yonex STRING PROJECT celebrates the 15th Anniversary of the POLYTOUR PRO Strings.

For YONEX

Services INFLUENCER, CONTENT, COMMUNITY

TEAM

Yonex:
Julian Li
Andrew Liou

Photography:
Evan Perigo (@evanperigo)

Videography:
RABBITWOLF Creative (@rabbitwolfcreative)
Ryan Sterner (@ryan_sterner)

Color:
Wiley Kaupas (@wiley.ks)

Sound:
Cody Troyer

Behind The Scenes:
Nick Hoag (@_nickhoag)
Brian Wertheim (@brianwertheim)

HIGHLIGHTS

With every piece of content we want to put the focus on the strings while shifting focus to their impact on the court. This could be done by close up shots of the strings as well as using them creatively within the content.

This campaign would produce two separate deliverables; (1) two statement videos with supporting stills that put the focus on the strings while shifting focus to their impact on the court and (2) influencer content amplifying the milestone product.

INFLUENCER SYSTEMS

district influencer systems approaches campaigns through a lens that blends experiences, influencers, and storytelling to increase reach and extend the life of the campaign.

In this case we doubled down on two of these items in the person we were collaborating with and the content they created. We focus first on the creator or influencer before giving any type of creative direction for the campaign. That’s not to say that we didn’t have a campaign brief. We did. It’s only to say that when you partner with creators and influencers that align well with the brand and create content that supports brand building, the creative trust you give them goes a long way in supporting the campaign initiatives.