StairMaster 10G Marketing Launch
Creative Direction
Project Management
Storyboarding + Script
StairMaster is the original stepmill, the brand that started it all. From novice to bodybuilder, if you’re in the gym you know StairMaster (whether you’re working out on one is completely different story). After 30 years of kicking ass, the Product Innovation team decided it was time to change the landscape of stepmills as the world knows it. From their devilishly clever minds came the StairMaster 10G.
Our job in marketing was to make people want to experience the hardest workout in the gym. The 10G featured a technological break through in its OverDrive Training Mode, so we partnered with professional OCR Athlete Rea Kolbl, whose participation in events like the Spartan Games and World’s Toughest Mudder, made her uniquely qualified to gauge how badass this piece of equipment was.
Our goals at the video shoot were to:
Tell the innovation story behind creating the 10G
Expand upon Rea Kolbl’s story and the why behind her working with us
Capture the power of 10G OverDrive Mode
Highlight the top features of the machine and it’s competitive break throughs
Have fun doing it
“The amount of power I had to put down was insane”