TYR

TYR was entering a new category with a new product, and they needed a launch big enough to land in the middle of the loudest week of the CrossFit calendar. The brief came with a loose concept and a tight window. We had one day in Arlington, Texas to shoot a full campaign across multiple athletes and multiple formats, and the work had to be live on their social channels by the following morning.

Working with House of A.G. and the TYR creative team, we pressure-tested the original concept and pushed it into something with more edge, a hero idea that felt as competitive and uncompromising as the product itself. Then we built the production around speed: one location, one ten-hour day, a tightly choreographed shoot order, and athletes lined up to move through the day like clockwork.

We delivered one teaser hero, two athlete hero spots, and fifteen :15 social cuts. Fourteen of the fifteen pieces were turned in post and were live within 24 hours of wrap.

The campaign launched on the opening morning of the CrossFit Games exactly as planned, with full social and athlete content ready to go. The execution proved out a model TYR could repeat: high-volume launch content built around a hero idea, captured in a single condensed day.