All sorts of people drink PUMP in all sorts of places for all sorts of reasons. I wanted to capture that in a way that was real and I wanted to feature the bottle as it's iconic, loved and it's what we're selling. On top of that I wanted to do it in a way that was interesting and controlled - a way that meant the footage that came back was useable. So I invented PUMP-CAM (above) - which is basically an acrylic camera mount for an iPhone and a bottle of PUMP. PUMP-CAM enable crowdsourced content capture that always features the product and an interesting view of the situation that product is in, whether it be surfing, sky-diving, horse-riding, dancing, etc.
Strategy, Creative, Creative Direction