Train hard, stay dry
[ Type ]
COMMERCIAL
[ Description ]
Over 15 years experience at the nexus of product, brand, and technology.
[ Year ]
2018
The launch that marks a new era for Arena
The launch video for ARENA's first Sportswear line was my first major international commercial and a key step in brand communication beyond the strictly competitive arena.
Filmed in real urban environments, it required extensive work involving the occupation of public land, coordination with local authorities, and management of dynamic and complex sets.
The challenge was to bring the energy and credibility of the Arena world to the streets, transforming training into a powerful, universal, and everyday experience.
Emotional storytelling and product presentation in a single story
The client had a clear requirement: to use emotional storytelling as a narrative engine, without sacrificing product visibility and technical functionality.
The "Train Hard. Stay Dry." campaign thus combines rhythm, movement, and visual immediacy, showcasing the garments in action through authentic performance, natural light, and direct language.
The result is a story that speaks to athletes of all levels and ushers in a new way for ARENA to communicate lifestyle, performance, and brand identity.
