The Client

With over 30 years of experience, PowerBar has established itself as one of the original and leading sports nutrition companies. Living the mantra, ‚for athletes by athletes‘, their core focus has naturally been on sports nutrition for performance, competitions and endurance sports.

PowerBar consistently strives to develop products that enable you go further and as such; fuel your ambitions, adventures, and success stories. The brand has recently further strengthened their marketing proposition by strategically broadening their market positioning with a fresh new look along with a more vibrant brand personality to attract new target groups.

The Challenge

As part of their new marketing strategy, PowerBar required a significant new image library to help underpin their overarching ‘The Taste Of Sport’ brand message. The PowerBar marketing team once again engaged Brandwave to take on this challenge.

The brief was an ambitious one including production and direction of photoshoots to feature no less than eight different sports, shot across three different countries, over a period of four days.

There’s no room for error on a shoot like this and things can change fast. The speed that we were collectively able to adapt to the adverse weather conditions is a credit to the team.

Oliver RobinsonKey Account Director
8
Sports
3
Countries

Austria, Germany & Italy

9
Locations
17
Athletes
4
Day Shoot

The Result

With a shoot of this scale and diversity, preparation was key to success. As such; pre-production was a lengthy process including development and approval of shoot-lists and mood-boards for each sport, securing permissions from multiple local councils, travel and logistics, and booking a small army of models, athletes, photographers, stylists, and makeup artists.

On-shoot there was daily challenges to overcome not least of which was mother nature who decided to bless us with snow in May. Overall the shoot was deemed a great success. Over four days on location, we captured authentic, compelling and inspirational imagery of Bouldering, Urban Soccer, Running, Gym/Fitness, Trail Running, MTB, Road Cycling and Triathlon.

A career is defined by the highs and lows… This shoot was definitely one of the most challenging I’ve directed in terms of diversity of sports and locations but also, one of the most satisfying in terms of the end-result.

Alastair LecomteCreative Director