Creative Brief Veloz Hydration Pack Snow Canyon, St. George, UT in January 2017
Adventure helps us see the world and inspires us to make it better. That’s why we started Cotopaxi. We believe we can make a positive impact on people’s lives through the products and experiences we create.
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PHOTO BY CHRIS BRINLEE JR.
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January 2017
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Veloz Creative Brief Project overview & objectives Launch the Veloz hydration pack on the crowd funding site, Kickstarter. Introduce our existing customer base to the Cotopaxi Fitness training hub and introduce a whole new consumer market to the Cotopaxi brand. The video and photography should compel people to reconsider how they think about hydration packs, and they should become interested in becoming a backer.
Deliverables - Photo by Matt Trappe: digital rights to 30 selects, print rights to 1 select. - Video by Super Top Secret: 2:30 minute video
Target audience -
The Outdoor Achiever, they enjoy the outdoors They train often and have goals They hike 1-2 times a month They participate in trail running, road running, moutain biking, hiking, climbing They like to challenge themselves
Target audience's pain points with existing products on the market -
Physical pain or discomfort when running/training due to gear Not having a convenient way to hydrate Performance being hampered due to inadequate resources Not being able to achieve goals Not having the confidence to run farther/push the norm
How the Veloz relieves those pain points - Harness minimizes risk of discomfort/chafe - Provides confidence by carrying the essentials (water, bar, light jacket, cell phone, keys) - Minimizes risk of failure/not reaching goals
Where customers find gains with the Veloz - Improves their performance - Helps them reach their goals - Increases mobility and improves technique - Enables getting outside - Increases confidence - Great value for price- confident buyer
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Veloz Hydration Pack Veloz 3L NEW PRODUCT MSRP $59.95 | One Size Swift, light, and nimble are the words that define our Veloz. Revolving around its sleek, laminated Cruz harness, this low-profile running pack promotes a full range of motion and keeps your hydration and nutritional needs at the ready.
Navy/Mist
Teal/Seafoam
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Priority
Veloz 6L NEW PRODUCT MSRP $79.95 | One Size Swift, light, and nimble are the words that define our Veloz. Revolving around its sleek, laminated Cruz harness, this low-profile running pack promotes a full range of motion and keeps your hydration and nutritional needs at the ready.
Navy/Mist
Teal/Seafoam
2 Priority
Veloz Belt NEW PRODUCT MSRP $29.95 | One Size For runners who require the bare minimum in terms of hydration and nutritional storage, the streamlined Veloz Belt answers the call. Dual zippered pockets, a 250ml flask, airmesh paneling, and full adjustability meet the needs of the most demanding athletes.
Navy/Mist
Teal/Seafoam
3 Priority
January 2017
cotopaxi.com | Allaina's Cell 801.803.3296
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Veloz Script & Shot List Video Communication & Messaging (Script): Viewers of this video need to go through the following thought progression: Intro motion shots: lots of movement and energy - Introducing the Veloz—a hydration pack optimized for movement. - A complete departure from anything on the market, the Veloz revolves around an innovative, unisex harness system that promotes a full range of motion while running, mountain biking, and hiking. Cruz harness: close-ups and harness lock-in footage - Here’s how it works: Our Cruz harness is made of thin, laminated straps that are completely integrated with the pack body, which evenly distribute weight, eliminate the need for a waist belt, and naturally compress the load. - The straps connect at the center of the chest with a hook-and-webbing closure that locks everything in place. Chafing, pressure points, and added weight are eliminated from the equation. - Just lock in and go. Preparing for run: person is preparing for run/hike/ride, then puts on the pack and gets out there - After researching and testing other hydration packs, we noticed that none of them were designed specifically for movement. They all use technology borrowed from traditional backpacks—padded shoulder straps paired with sternum straps and waist belts. In other words, packs designed for bearing weight. Pack features: show off differentiation - Fast forward to the Veloz—it solves these problems with a system that simultaneously supports the pack’s load and promotes unrestricted movement. - Every pack is equipped with a 2-liter reservoir, complementing the main compartment and two zippered front pockets. Water, nutrition, and extra layers are always at the ready. Additionally, we added a breathable, airmesh back panel to provide further comfort and support. Pack features: Epic emotional tie-in. - So here’s your opportunity to get the single-pack solution that moves with you—whether you want to catch the sunrise, cruise through new terrain, or chase epic sunsets. - By supporting our campaign, you’ll ensure that we’ll be able to make the hydration pack experience that much better for everyone. Thanks for watching, and for supporting everything we’re doing at Cotopaxi.
Veloz Shot list Veloz Running Pack Features (3L/6L) 70D Robic nylon shell: details of fabric—on/off models Low-profile, laminated Cruz harness: show thin straps along shoulders and how the are integrated with pack at the top and bottom. Also show adjustability with the webbing along the bottom. Aluminum hook connection point: model locking/unlocking hook into webbing & model running/mountain biking/hiking— showing harness in motion Airmesh back panel: show detail shots on and off model 2 zippered main compartments (only 1 compartment on 3L version): model packing and unpacking, shell/banana/energy bars/ small essentials/etc. Built-in hydration sleeve: show how reservoir slides in/routing of hose under webbing and down either strap. Also show how sleeve is separate from the other zippered compartment(s) Hydration reservoir included (2L): see above 2 zippered pockets on harness: show zipping/unzipping and stashing/retrieving phone/flasks/nutrition Stretchy hydration hose retainer: Cut reservoir hose so it protrudes several inches below the elastic retainer. Show model drinking from hose and letting it snap back into place? Internal mesh pocket: Show model stashing/retrieving keys and other small items that would go in here Outer stuff pouch (only on 6L version): Stuffing light crumpled shell or small item here while on the trail Separate internal light sleeve: Show how a light could be placed here and flashed through the screen window Unisex: Harness on/locking/unlocking male and female models
Veloz Running Belt Features
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Zippered pocket with microfleece lining: Show phone stash spot Hydration compartment: Show pocket and how the flask goes here Key sleeve: stashing/retrieving keys Airmesh back panel: detail shots her Strap garage: Show how the excess “ tail” can be tucked in here Soft flask included (250ml)
User Testimonial Questions 1) What were your initial impressions when you saw the Veloz? 2) Did those impressions change when you put it on and started using it? How so? 3) How did it fit your body? 4) How did it compare to different hydration packs you’ve used? 5) What’s your favorite feature/part of the pack?
Detail shots: These are some detail photos that were taken by the creative team last summer. We'd like to improve upon these.
Range of motion shots: The model expanding to fill the frame shows range of motion and conveys confidence. The pack is front and center.
Snow Canyon running shots: Matt shot these photos in Snow Canyon in April of 2015
January 2017
cotopaxi.com | Allaina's Cell 801.803.3296
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Men's Fitness Apparel Paray Lightweight Jacket MSRP $99.95 | S-XXL Our best-selling, packable Paray Lightweight Jacket is back, returning with an expanded color palette and stowable, one-touch-adjust hood. Spring NEW
Spring
Spring
Powder/ Racing Red
Cream/ Cargo
True Blue
Moroccan Blue
Raven
Racing Red
Tolimán Wool Hoodie (Pullover) MSRP $139.95 | XXS-XXXL Made with Polartec’s lightweight and breathable Power Wool™, the highly versatile Tolimán is the perfect technical midlayer, lightweight trail jacket, and goto casual hoodie. NEW Racing Red
Heather Blue
Charcoal
Crux Running Shorts NEW STYLE MSRP $69.95 | S-XXL Made to move, the Crux Running Shorts feature a breathable, four-way-stretch fabric, mesh liner, and 7in inseam to keep you cool on the trail and road.
True Blue
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Graphite
Quito Active Shirt NEW STYLE MSRP $49.95 | S-XXL Using a lightweight, four-way-stretch fabric, the Quito is a breathable active shirt that wicks moisture to keep you cool, dry, and comfortable.
Racing Red
Heather
True Blue/ Powder
Raven
Wazimu Athletic Tights MSRP $79.95 | S-XXL Designed to seamlessly transition between active tight and baselayer, the Wazimus deliver compressive support and unmatched versatility.
Raven
Haraka Tights MSRP $69.95 | S-XXL Vibrant and versatile, the Haraka Tights are the perfect yoga, climbing, lounging, all-around stretchy pants.
Cargo/ True Blue
January 2017
True Blue/ Racing Red/ Powder
cotopaxi.com | Allaina's Cell 801.803.3296
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Women's Fitness Apparel Paray Lightweight Jacket MSRP $99.95 | XS-XL Our best-selling, packable Paray Lightweight Jacket is back, returning with an expanded color palette and stowable, one-touch-adjust hood. NEW Spring
Spring
Spring
Pink/ Moon
Powder/ Cargo
True Blue
Creamsicle
Raven
Racing Red
Mint
Tolimán Wool Hoodie (Pullover) MSRP $139.95 | XXS-XXXL Made with Polartec’s lightweight and breathable Power Wool™, the highly versatile Tolimán is the perfect technical midlayer, lightweight trail jacket, and goto casual hoodie. NEW Racing Red
Heather Blue
Charcoal
Haraka Tights MSRP $69.95 | XS-XL Vibrant and versatile, the Haraka Tights are the perfect yoga, climbing, lounging, all-around stretchy pants.
True Blue/ Bubble Gum
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Cargo/ Powder/ Sunrise
Quito Active Tank NEW STYLE MSRP $49.95 | XS-XL On the trail, in the gym, or around the city, the Quito is designed to handle your toughest workouts with effortless style.
Powder/ True Blue
Racing Red
Heather
Raven
Ara Jogger Pants NEW STYLE MSRP $79.95 | XS-XL With freedom of movement as a primary objective, we designed the ultrasoft Ara pants with a four-waystretch fabric, gusseted crotch, and light binding at the hems.
Graphite
Wazimu Athletic Tights MSRP $79.95 | XS-XL Designed to seamlessly transition between active tight and baselayer, the Wazimu Athletic Tights deliver compressive support and unmatched versatility.
Raven
January 2017
cotopaxi.com | Allaina's Cell 801.803.3296
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January 2017
cotopaxi.com | Allaina's Cell 801.803.3296
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Art Director: Allaina Jeffreys allaina@cotopaxi.com 801.803.3296 14