Commercial treatment for the Hyperice Hypervolt Plus — a mini massage gun. Rather than targeting the typical demographic of work-out bootcamp types, this campaign seeks to broaden awareness around who might use a massage gun — in this case, drummers. Drummers establish the underlying rhythm of nearly every musical performance, they are the endurance and intensity element in live music. The advertisement kindles inspiration in viewers by connecting them to new concepts of athleticism and performance via drummers, who become a symbol of realizing potential via self-discipline, and achieving maximum intensity in whatever one does.

The commercial draws parallels between heartbeats and drum beats via sound design, visually and sonically with the rhythm of breathing, the vibrations of a crash symbol, the rhythmic pulse of the Hypervolt plus gun, and the reverberations that continue to move through a drumstick even after it has made contact with the drum. High frame rates are used so that the video can be slowed down gracefully and without any loss of data. Sound design is crafted to build a rhythmic momentum which will appeal to both those within the music industry and those unfamiliar with it. A black and white aesthetic and simple san-serif typography is used over all print materials and in the video itself. Aesthetically it is a clean visual, but is also a subtle representation of the dynamics of performance — of a musical rest vs. a beat or experiencing the restorative pulse of a Hypervolt Plus massage gun vs. pushing yourself to the limits of your peak performance exertion in a cycle of rest, exertion, rest...

// Fall 2022 // Term 01