Art Director + Human
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CamelBak: Do What Fills You Up

2022-23 Brand Campaign: “Do What Fills You Up”

The campaign taps a diverse, inclusive and powerful group of brand ambassadors and visually arresting production techniques to transcend stereotypical representations of outdoor enthusiasts. The video series illustrates the duality of activity + emotion and how that enables self-care, and the difference between what an activity looks like — shot in black and white — versus what it feels like — shot in infrared, giving the campaign an otherworldly technicolor vibe. This campaign lives across YouTube, Instagram, TikTok, print and DTC efforts.


Agency: GYK Antler | Executive Creative Director: Mike Sullivan | Creative Director: Ellen Foord | Sr. Art Designer: Dan Hlivka | Account: Mikaela Mandeville | Project Manager: Colleen Fahey | Executive Producer/Director: Matt Doyle | Director of Production: Tyler York | Director/Director of Photography: Dan Dunn | Photographer: Brian Nevins | AC: Alex Lopez | AC: Maxwell Santeusanio | Camera/Drone Operator: Joshua Bogardus | Producer: Creighton Baird | PA: Brad Mickelson | Editor: Josh Drake | Editor/Motion Designer: Tori DeYeso | Colorist: Phil Choe/Nice Shoes