‘risk’ mini campaign
The Risk mini campaign was built around a simple idea: every athlete takes on risk in their own way, and that risk is what makes them who they are. We set out to tell three individual stories, each rooted in a different sport, but tied together by a shared theme of pushing limits.
The concept was inspired by ASRV’s core philosophy: "Only those who risk are free." From there, we developed a creative structure that could carry across all three pieces - consistent tone, shared pacing, and a mirrored narrative style. Each voiceover followed the same framework: “It’s not about this… it’s about that.” That line became the heartbeat of the campaign, allowing each athlete’s story to feel unique while still connecting to the larger message.
Our role was to handle everything from concept development and scripting to direction and final delivery. Every quote was carefully crafted, every shot intentional. All to create a series that felt cinematic, clean, and deeply aligned with the brand’s identity.
rain room
This shoot was created in close collaboration with the ASRV creative team. The goal was clear: highlight the waterproofing features of the Tech Parka Jacket and Bucket Hat through punchy, cinematic visuals. The team secured a rain room in Los Angeles, a studio built to simulate rain, and brought in lighting to set the right mood. We stepped in to help fine-tune the set, dial in the look, and ultimately bring the vision to life.
This was also one of our first times working with a certified model, which added a new level of polish and presence to the final content. Every shot was captured with intention, from the way water moved across the fabric to the subtle reflections in each frame.
The end result was a brand project that felt sharp, technical, and visually elevated. More than just showing the gear, it captured the feeling of being in it, even in the most demanding conditions.
summer 2025 campaign
The concept was simple: create summer. The reality was anything but. February in Wisconsin brings unforgiving wind, frozen ground, gray skies and dead trees. Outdoor shoots are unpredictable, and chasing a summer scene felt nearly impossible.
We worked closely with the ASRV team to find a creative workaround. Their standout piece for the campaign featured a custom RealTree Aspect print that resembled the ocean. That detail became the foundation. We started exploring how to simulate the feeling of water without needing it.
That’s where mylar came in. Reflective, lightweight, and constantly in motion, it offered the perfect way to mimic the shimmer and movement of water. We had never used it before, but trying something new is part of what keeps creativity alive. With the right lighting, we were able to recreate the look of light cutting through water, giving the product a sense of place and energy.
What started as a challenge became one of the most unique visuals we’ve created. Even in the dead of winter, the end result gave us something that felt alive, distinct, and full of motion.
evergreen
campaign 2024
The goal behind this campaign was simple: create content that never expires. ASRV needed a set of evergreen visuals that could live across seasons and platforms, featuring core products their audience already knows and trusts. These weren’t trend-based pieces. They were designed to be timeless, consistent, and always on-brand.
We approached the execution with range and intention. Each scene served a different purpose, from the controlled intensity of a weight room to the movement and freedom of outdoor running. We shot an athlete across multiple settings, including urban streets, forest trails, gym environments, and clean studio looks. Each location brought a different tone, but they were all connected by the same visual identity - clean, modern, and driven.
The result was a library of versatile content that feels grounded in the ASRV brand. Whether it’s a campaign launch, a seasonal push, or a last-minute social post, this set of visuals is built to perform any time, anywhere.
‘potential’ - spring 2023
Shot in the spring of 2023 at the iconic Fortune Gym in Los Angeles, Potential was filmed in a space built on legacy. Owned by Justin Fortune, the strength and conditioning coach to Manny Pacquiao, the gym brought a real weight to the story we set out to tell. This piece explores the space between raw talent and realized ambition, grounded in a setting where nothing comes easy.
We partnered with athlete Jaivion Cardinal and voiceover artist Torin Dorn (SpeakVictory) to deliver the narrative. The voiceover carried the message:
“You can't live off potential your whole life. One day you have to wake up and turn potential into reality... Those dreams you have, until you turn them into work, they'll stay exactly what they are.. just dreams.”
Visually, the film blends moments of intense training with flashes of past knockouts and fights. It captures the mental grind as much as the physical one. The final scene closes with a referee raising Jaivion’s hand, he points to someone in the crowd, and the ASRV logo marks the finish.
It’s always powerful to work with athletes who aren’t afraid to push themselves. That’s how we’re able to capture real emotion, by going to those places. It’s something you can’t fake.
aesthetic outfit kit
For this shoot, the NXTLVL team traveled to California to capture an aesthetic outfit kit ahead of ASRV’s Winter 2023 season. The concept was simple: create branded visuals that showcase each look in a clean, composed way, while still carrying feeling. These weren’t just shots of product. They were about mood, texture, and tone.
We partnered once again with Ashwell Boyd, a certified model whose presence and posture brought the clothes to life. Working alongside ASRV’s in-house creative team made the entire process seamless. They came ready with styled kits, location options, and a clear vision. That preparation gave us the space to lock in and focus on execution.
This project was quick, but it stuck with us. The right energy, the right team, and the right direction is a reminder that even the simple shoots can leave a lasting mark.
let fear show
you the way
This project started with a setback. The original plan was to film indoors at a gym in Venice, but the space wasn’t going to work for what we needed. While regrouping outside with the ASRV team, we noticed an unused corner of the outdoor gym. It wasn’t part of the plan, but it had potential. We took ten minutes to clean up the area, lined up some compositions, and started rolling.
The video features elite athlete/model Yamil Meluk, captured in a raw outdoor setting as he mentally prepares for a difficult workout. The visual narrative leans into the internal: a quiet tension between focus and fear, between hesitation and hunger. What follows is a full-body effort, pushing through pain and into something greater.
The voiceover, once again written and delivered by Torin Dorn (SpeakVictory), drives the tone of the piece:
“As you work towards building the life you want, you have to make friends with fear... If you ever feel stuck, let fear show you the way.”
This shoot came together quickly, but what it delivered is lasting. It’s a reminder that some of the best work happens when plans change and instinct takes over. In a way, it’s ironic that we felt the initial fear of not being able to execute plan A, then it showed us the way to our plan B, resulting in a classic ASRV piece: motivational, branded, and timeless.