Maple 3.
An organic maple water brand entering the sports hydration market with a product built on two ingredients and no visual language to match. We directed and produced 58 photos across three locations in under three weeks, building the content library now running in paid ads and organic social.
Scope
Client
Duration
Year
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The Client
(01)
An organic maple water brand built for athletes. Maple 3 harvests pure maple water from Quebec forests every spring and turns it into a sports hydration line with two ingredients. The product was ready for the performance market. The visual content needed to match.
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What Was at Stake
(02)
The sports line sat on shelves next to brands with decades of visual identity built around performance. The target was runners, cyclists, and HIIT athletes, and the photography needed to land in that world.
We started with a moodboard session to align on direction, then made a decision that shaped the entire shoot. The original direction leaned toward nature and outdoor settings. Together we shifted the focus toward athletes first, not landscapes. The product belonged in gyms, on tracks, and in the hands of people mid-effort. We matched wardrobe to packaging so the product never competed with the frame around it. We planned across three contexts: a gym, a running club, and an outdoor bootcamp activation. At the running club, we distributed product to real athletes and built the shoot around genuine first reactions rather than staged holds. The session became a content shoot and a sampling event in the same afternoon. We delivered 58 edited photos against a scoped 25, at resolution that holds on a billboard.
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What Changed
(03)
The images are now running in paid advertising and across organic social. When the marketing director sent her final approval, the message was short. She said the quality had never been in question.
More Work.
Strategy, creative direction, and production for brands where meaning drives the business.
