LNDR
Paid ad creative and social content for LNDR, a performance activewear brand built for hybrid athletes. The first campaign helped sell out the Pro Run Short. They came back the following year for a second production in Austin.
Paid Ads
Brand
Services
Video Production | Video Editing
Category
Paid Ads Assets
Client
LNDR
The brief
LNDR is a performance activewear brand from Byron Bay, Australia, expanding into the US market. They needed ad creative that could carry a product on its own: strong hooks, clear selling points, and a reason to buy, rather than brand atmosphere.
The first project covered product and social edits shot in Austin. The second, a year later, supported LNDR's US expansion and was briefed around a specific positioning: training for health, longevity and a clear head, not competition. Their customer trains properly and sweats. Not athleisure.
The challenge
Two hours of shooting time, three athletes, one gym, and two finished ads to come out of it.
The second production ran to a tight window and a fixed scope, which meant the shot list had to be built backwards from the edits rather than forwards from the location. Anything captured that did not serve one of the two ads had to earn its place as reusable footage for later campaigns.
The creative also had to work in two directions at once. The same session needed to produce paid ad assets with hooks and a call to action, and a bank of supporting footage LNDR could pull from for organic social and on-site clips.
The approach
LNDR sent four ad concepts. Rather than take all four and spread the day thin, we recommended two that could be executed properly in the time available, and flagged the one that deserved a bigger production instead of a compromised version of it. We then proposed two additional edit styles that could come out of the same footage at no extra shooting time.
We cast three athletes with different disciplines, running, mobility and lifting, so a single session produced three distinct looks rather than three versions of the same one. Location was secured for the exact two-hour window the schedule allowed.
Delivery ran through Frame.io so LNDR's team could comment directly on the timeline. Feedback came from three people across two continents and several time zones, and it was worked through version by version until it was signed off.
The result
The Pro Run Short sold out. LNDR held back some of the remaining product-focused assets because they were waiting on a restock before they could push them live.
"Better than any video we've ever implemented."
Lauren H., LNDR
LNDR returned the following year for a second production, and the finished ads were delivered in 9x16, 4x5 and 1x1 with static thumbnails for every format, ready to run across paid and organic placements.
What it says about the work
A two-hour window and a tight scope still produced two finished ads and a footage bank LNDR could keep using. The constraint was not the problem. Deciding what to cut before the camera came out was the work.
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