Project Goals

The central goal of this campaign was to create three videos to help transition Trailhead's brand perception from a climbing gym into a lifestyle solution and social hub. In order to do this, our first sub-goal was to validate the viewer's potential social concerns while simultaneously proving that the gym’s culture is well-oriented to support that specific vulnerability. Taking this point further, our second task was showing how climbing and pushing boundaries with friends can actually create a shared physical challenge that acts as a catalyst for deeper, more authentic friendships than a traditional social setting. We also wanted to clarify what climbing is and what climbing can be for different people to help viewers envision themselves in these different roles. Finally, we wanted to give the viewer a frictionless tour to demystify the space and allow them to mentally place themselves within the community.