In a move to electrify their brand, Celsius Energy Drink would be announcing a new partnership with Olympian Noah Lyles. WOLFPAK knew this moment demanded more than an announcement. It required a creative explosion that fused Celsius’ high-energy identity with Noah’s unstoppable drive.
Both Celsius and Noah share a core ethos: active living, bold ambitions, and pushing past limits. The campaign would blend Noah’s elite athleticism with Celsius’ commitment to feel-good energy and peak performance, creating an aspirational visual narrative.
The key? Our campaign would position Celsius as the “secret sauce” behind Noah’s record-breaking feats while offering the promise of that same energy to anyone daring to chase their own dreams. The cinematic visuals would celebrate Noah’s dual nature as a leading athlete and a natural showman, while boldly highlighting the Celsius brand.
Showcase elite performance & everyday fun
Our visuals had to sprint as fast as Noah, showcasing his tenacity on the track alongside moments of unexpected levity. Whether capturing his relentless training sessions or his effortless dance moves, we tied the Celsius story to Noah’s approach: life may be demanding, but it should feel good.
In this approach, Celsius becomes the only energy input to keep up with Noah’s output, and the ever-present sidekick to his dynamic life. The intertwining of key brand messages allowed us to build a powerhouse narrative celebrating physical performance, athletic showmanship, and good health .
Move fast and take chances
To immerse the audience in Noah’s world, we needed a smooth, free-flowing camera, and at times a moving vehicle to capture the accelerated in-camera story. We leveraged unique filming angles using glass to showcase facial expressions. Our editing interspersed slow-motion clips to build focus on both athleticism and product features. By developing a captivating rhythm of warm, atmospheric clips and quick transitions we were able to mimic Noah’s speed and Celsius’ performance-boosting capability.
Strategic brand alignment
Collaborating with the Celsius marketing team from concept to completion was a win. Through the partnership, WOLFPAK strategically developed core concepts and infused marketing themes into a bold visual identity that upleveled creative output. The l Olympics leadup and launch was the backdrop for commercial release, and brand buzz was immediate. A dynamic sound design and rapid-fire camera movements captured audience attention, and the brand energy felt palpable. In 30 short seconds, we were able to propel an inspirational, brand-building narrative, within a sensational Celsius commercial.