For the 2025 college football season, CELSIUS set out to build a national campaign around four of the biggest names in the game, with one fixed destination: opening weekend on ESPN.
The timeline was tight. The ambition was not.
Loudlux worked alongside the CELSIUS creative team to shape the campaign, then built and led the production and post infrastructure to bring it to life across five cities.
CELSIUS came to Loudlux with the foundation of an idea, a roster of elite NCAA talent, and an air date that was not moving.
The CELSIUS team led brand direction and athlete strategy. Together we developed the creative into a campaign built for broadcast, social and digital, while Loudlux built and managed the production and post pipeline behind it.
There was another advantage: history. By then we had spent five years working alongside CELSIUS across product launches, national partnerships, events and campaigns. We knew the brand, we knew the standard, and we knew how to move quickly without sacrificing either.
Four athletes meant four schedules, multiple locations, travel, production and dozens of deliverables, all moving at once.
So we did not treat them like separate shoots. One creative vision carried across the campaign, with the same Loudlux creative leadership moving from city to city and one production and post pipeline connecting everything behind it.
Behind the scenes, the production was complex. For CELSIUS, it did not have to feel that way.
Production moved across five cities while post was built around what was coming in. Editorial, color, sound, VFX, finishing, versions and delivery were not treated as the next phase. They were part of the production plan from the beginning.
The result was 19 unique creative edits expanded into 99 final deliverables across broadcast and social, ready for the campaign's national ESPN run.
Wrap to national broadcast
At Clemson, a thunderstorm cut into the final hour of production.
The team compressed the remaining shot list, ran the essential setups back to back, and captured the campaign's key Cade Klubnik footage before weather shut down the field.
We wrapped on schedule.
A :30 national anthem spot. A :15 cutdown. Individual athlete commercials. Social assets.
Four athletes. Five cities. One campaign, delivered for college football opening weekend on ESPN.
The campaign featured Cade Klubnik, Caleb Downs, Bryce Underwood and Jeremiyah Love, and one CELSIUS Instagram Reel generated more than 3 million views in its first two weeks.
This was my favorite project of the year. We could not have done it without the Loudlux team.Marcus George · Senior Manager, Athlete Marketing · CELSIUS
The longer we know the brand, the faster we can move.
The work ↓