C4 Energy x Wounded Warrior Project
One warrior’s journey to carry the weight of remembrance on a 205-mile walk across Texas.
The Ask: Create a compelling story to raise awareness around C4 Energy’s new partnership with Wounded Warrior Project while tactfully promoting the launch of their ‘Mango Foxtrot’ flavor.
The Idea: Go beyond talking the talk to support wounded Marine Corp veteran and C4 Energy Ambassador Nick Perales on his 205-mile walk across Texas to honor fallen soldiers and veterans.
My Role: Creative lead, producer, director, editor and colorist.
C4 Energy x Wounded Warrior Project “The Weight of It: a Walk of Remembrance.”
Diving Deeper Into Dedication
This is not the first time we worked with C4 Energy to profile Ret. Cpl Nick Perales, a USMC Scout Sniper, so we knew we had to go beyond the familiar to find a fresh angle aligned to the Wounded Warrior Project partnership. To unearth that focus, I led a discovery session with Nick and C4 to explore the story we wanted to tell. One question rose above the rest: "Why do you feel called to recognize veterans with intense acts of physical devotion, and what’s next?"
His answer led to C4 Energy backing Nick's latest bucket-list goal to honor veterans by walking with a 50-pound ruck pack on his back from his home in Houston, Texas to the military medical center in San Antonio, where Nick received care and rehabilitation after losing his leg to an IED in 2011.
Nick completed his 205-mile fundraising and awareness journey on Veterans Day, 2022, and I feel fortunate to have walked alongside him for a few of those miles.
Social Launch & Sustain
To support Nick’s endeavor, C4 Energy commissioned a variety of social deliverables to launch and sustain the story throughout his 10-day ruck, along with dedicated field marketing support for live looks at the boots on the ground.
C4 x WWP Sustain Short - “Push Harder”
C4 x WWP “The Weight of It” Cutdown
C4 x WWP Sustain Short - “Never Quit”
C4 x WWP Social Boomerangs Selects
Press Propelled
C4 tapped its premier public relations partner, DKC, to generate organic buzz across television, print and digital. The interest in Nick’s journey drew national press and industry attention from publications such as People, The Drum and others.
Credits:
Client: Nutrabolt
President, Sales & Marketing: John Herman
Head of Social: Matthew Salvatore
Senior Creative Producer and Influencer Manager: Chase Long
Brand Manager: Julie Kate Brooks
Associate Director, Partnerships and Integrated Marketing: Joseph Gigante
Senior Partnerships Manager: Katie Johnson
Senior Social Media Manager: Sam Wells
Partnership & Influencer Coordinator: Jordan Agajanian
PR Agency: DKC
Studio: Tall Palms Creative
Creative Lead, Producer, Director, Editor and Colorist: Nate Kalaf
Director of Photography, Drone Operator: Vinnie Fallico
2nd Camera Operator, Gaffer: Lester Platt
Hair and Makeup Artist: Ashly Martinez
Production Assistant: Paul Richardson
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Music Licensing by MusicBed
Song: "Archetype" by Waes Hael