Rexona, the $1.5 billion deodorant brand, came to us to launch a new global philosophy: DO:MORE. Our task was to mobilize online communities and rally them around the brand’s call to action.

We created the ultimate YouTube channel aimed at the most activity-oriented groups: adrenaline junkies and street dance fans.

But we had to DO:MORE to hook them in.

So we shot 6 films on 19 cameras and ran the stories in parallel so the viewer could switch between vantage points at will.

The DO:MORE YouTube channel. A brand finding its voice. And its community.

We created the ultimate YouTube channel aimed at the most activity-oriented groups: adrenaline junkies and street dance fans. But we had to DO:MORE to hook them in.

So we shot 6 films on 19 cameras and ran the stories in parallel so the viewer could switch between vantage points at will.

The novel filmmaking approach allowed viewers to switch seamlessly between different views of the same experience. It was fitting given the brand’s mantra of MORE. We didn’t just provide one linear narrative, we gave viewers the added benefit and treat of seeing MORE.

We also gathered partner content and simple tools to create the ultimate one-stop shop for doers.

Thousands of views later, this groundbreaking campaign created a community around movement and motivation to get out there and be more active.