By now you know that we are self-proclaimed typography geeks and quite simply can’t get enough of type-centric projects such as this. When you couple that with a cool, forward thinking brand, some kick ass talent and a handful of vibrant LA locations, well then that’s kind of a match made in heaven! Energetic. Aspirational. Bold. We instantly knew that we could bring so much personality to this project and by combining precise camera moves with a vivid color palette, we automatically set the mood and tone of this graphic world. By coupling that with rapid-fire cuts and a dynamic music track, we set up the perfect canvas for our type treatment. Each font was carefully handcrafted and honed in Scholar studio. Our aim was to be both whimsical yet purposeful; organic yet contemporary. Throughout the 2 day shoot, we were always cognizant of our type’s visual presence and were adamant from the get-go that in order to have maximum impact, it needed to feel like it really belonged there. Propel “Electrolytes for Boom” is the perfect embodiment of some of our most deep rooted passions; pairing our design eye with a punchy, live action concept. We enjoyed every minute of making this spot and our collaboration with Mono Minneapolis.