BORN PRIMITIVE | PARAGON
Born Primitive “Paragon” is a high-impact tribute to excellence—in training, mindset, and everyday discipline.
Premiered during the 2019 Reebok CrossFit Games, this campaign spotlights the brand’s elite athletes as living models of what it means to lead by example, both in and out of the gym.
Reach:
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COLOR
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STRATEGY
THE CONCEPT
We set out to explore what it truly means to be a paragon—a model of strength, discipline, and excellence across every part of life. This campaign follows top Born Primitive athletes like Dani Speegle, Bethany Shadburne, Amanda Barnhart, Allison Scudds, and Josie Hamming as they push limits on the CrossFit stage, in the gym, and through their daily routines.
But being a paragon isn’t exclusive to elite athletes. We also spotlight veterans and everyday warriors—some who’ve lost limbs in service—yet continue to lead with purpose and power. By blending these stories, we created a portrait of resilience that transcends sport and speaks to what Born Primitive stands for at its core.
THE EXECUTION
Shot over the course of a week at Born Primitive’s Virginia Beach headquarters, this campaign embedded us in the real, relentless world of elite CrossFit prep. We followed each athlete as they trained for the upcoming Games, capturing the sweat, struggle, and singular focus that defines their routines.
Visually, the piece leans bold and gritty—designed to match the edge and individuality of each featured athlete. From dynamic handheld to precise tracking shots, every camera move and scene was tailored to their energy, making the story feel personal, raw, and unmistakably Born Primitive.
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