The challenge was merging PHD’s research-led brand with Ross’s adventure-fuelled chaos, without watering down either.
We crafted mini-campaigns around his real-life training moments, recovery after brutal swims, fuelling for mad hill runs, packing lists for endurance trips. The science stayed in the background, but the impact was clear.
In another worlds first, record breaking swim, Ross had one goal and we wanting to make sure we did everything to tell this story.
It wasn’t polished for the sake of it, it was raw, real, and quick to the point. The audience loved it. Shares were up, engagement was high, and it never felt like an ad. Just Ross, doing what he does, powered quietly (but clearly) by PHD.
