Kellie Pickler "Warrior Dash" for Rockin' Refuel

Current "the agency of record for Rockin' Refuel brand" approached Tane Digital Video to help produce a branded content video for Rockin' Refuel. This video is part of a broader content marketing program utilizing Kellie Picker as a brand ambassador. The goal: engage Rockin' Refuel brand enthusiasts with a ninety second to two minute video showcasing Kellie Pickler leading Team Rockin' Refuel through the Warrior Dash. Warrior Dash is a popular 5K mud run similar to Tough Mudder.

This year, Current rebranded with a new tagline: "Marketing for real lives." The agency is making a big push to create content that sparks genuine connections between brands and people. Our video tries to do just that" by focusing on a fun story that entertains Rockin' Refuel's target audience. The branding is subtle and mostly at the back end of the video.

THE CONCEPT: We decided to tell the story in a non-linear approach. We start at the event, flashback to Kellie's training, then cut back to the event with a "match frame" that takes us to the finish line.