WHOOP: JUMPSTART

Every January, fitness marketing sells the same lie: a new year, a new you, achieved by Thursday. WHOOP's whole pitch was the opposite, that the reset is the myth and the small daily choice is the real thing. You can't sell that idea with actors performing transformation. You need the actual people doing the actual small thing.

So we went and found them. I built an open call and an intake form, then we cherry-picked the stories that matched where the product was actually headed that year, not just the best face on camera. Those real members became the hero film, with cutdowns and social built around their words instead of a script, while an in-app experience turned goal-setting into something you could feel yourself winning at week to week.

The campaign practiced what it preached. Consistency, told by the people actually being consistent.

A young woman with dark hair tied back in a ponytail stands outdoors on a cloudy day. She is wearing a dark purple zip-up athletic jacket and black pants, with gold bracelets and a watch on her left wrist. Behind her, there are leafless trees, a few houses, and a cloudy sky.
Woman performing a stretch on a treadmill in a home gym with exercise equipment in the background.
A man practicing yoga in a living room with large windows and light-colored walls, sitting cross-legged on a yoga mat.
Makeup artist applying makeup to a woman with long dark hair, wearing a gray tank top, in a well-lit room.
A person with short dark hair, wearing a gray t-shirt, green shorts, black sneakers, and red socks, is sitting on a spinning bike in a room with beige walls. The person is leaning forward with their hands gripping the bike's handles, and they are looking downward.