We began this story by trying to capture a sensation: the rush of free-fall, the pull of gravity, the sudden lightness – physical and emotional – when you finally surrender the weight you’ve been carrying. This feeling formed the creative concept behind sportswear startup Omorpho’s very first product launch, a capsule collection of “Gravity Sportswear” targeted at athletes and those serious enough to seek a physical edge. Each Omorpho garment is weighted with microspheres that add weight to the body, allowing the wearer to experience an incredible weightlessness, and newfound momentum, once removed.
When Revery partnered with Omorpho, our goal was to preserve and sharpen this sensation – called the OmorphoEffect – throughout a multifaceted, multichannel campaign. Founded by a team of seasoned industry leaders with groundbreaking ideas of their own, Omorpho was already poised to disrupt the sportswear industry. And, because this campaign would launch Omorpho’s brand, it was extremely important that we delivered not only razor-sharp production, but that we shaped and positioned their creative so it would hold long-term value. At the heart of Omorpho’s foundational concept was the nexus point between emotional and physical, between form and freedom, between humanity and gravity, and our job was to define this balance through end-to-end production support and story.
In many ways, this was a natural partnership: Omorpho already knew the story they wanted to tell, and we knew how to find the best ways to tell it. They came to us with strategy and story direction, and we created the framework for how the different pieces of content would work both individually and as part of a campaign platform. Our team worked as an integrated team within Omorpho to shoot, produce, and help ground their big-picture creative concepts in a series of photo and video deliverables. With Omorpho’s goals in mind, we helped refine creative concepts, provided both consulting and in-the-weeds production planning, weighed in heavily around written scripts and voiceover, and maximized our approach to model photography to capture additional content, banking a larger library of content for future use.
Our role was not only to serve as a creative production partner, but also to guide Omorpho through the industry-side of their first campaign to ensure a platform built to scale. This was an ambassador-driven project, focused around five high-level brand ambassadors whose individual films would all ladder up into cross-campaign assets and brand anthem. We provided creative production support on all deliverables, as well as individualized creative support for each ambassador, whose background and relationship to the product varied greatly. We also guided Omorpho in navigating the trickier aspects of production, from communicating with entities like SAG to sensitively handling each ambassador’s talent management and other existing brand partnerships.
This project was uniquely special in Omorpho’s desire to work collaboratively. We built our team at Revery to augment Omorpho’s team, working side-by-side in an integrated production model across countries, time zones, and a year of global crises. We had partners working in the US and New Zealand, facing regional lockdowns, flare ups of COVID, and life-threatening wildfires, and we supported one another through every touchpoint, turning point, and inevitable change of plans. The collective trust we built showed up in exciting ways: this was a team where making a mistake was okay, where not knowing an answer was okay, and where it was encouraged for everyone – from production to business affairs – to contribute and be heard.
The more familiar challenge of this project was how quickly everything needed to move. The success of our integrated production model allowed us to scale our production efforts rapidly and maximize our timeline, allowing us to run multiple production streams at once, and move into pre-production while still working on production planning. Despite the immensity of the project we were carrying, the mutual support we had in each other enabled us to move swiftly, weightlessly. In many ways, we proved Omorpho’s creative concept to hold real-world truth — that humanity and gravity aren’t at odds, with one pulling down the other, but instead in perfect balance.