How Relentless cuts through with quality content

Last week a bunch of the Zone team were lucky enough to be invited to the premiere of Lives of the Artists - Follow Me Down - a feature-length film produced by one of our newest clients, energy drinks brand Relentless.

The film, which is the second chapter in the Lives of the Artists series, follows legendary snowboarders Xavier de la Rue and Jeremy Jones, and pioneering musician and producer James Lavelle, as the trio face up to some of the biggest challenges of their professional careers.

It's a stunning production with gorgeous cinematography, and the accompaniment of a live orchestra really added to the sense of occasion. Personally, the premiere was a great experience, helped along by Relentless-based punch served at the bar.

Professionally, it was really inspiring to see a brand investing in high-quality content - content which really connects with the target audience. Lives of the Artists is much more than just a 90 minute TV ad, and the relationship between Relentless and the artists and athletes they work with is more than just corporate sponsorship.

Both the film and the featured artists embody the Relentless 'No Half Measures' brand attitude. And though the film is available to view on the Relentless website, the premiere event at London's Union Chapel created a genuinely memorable experience for the audience.

In a world where consumers are bombarded with brand messages and are drowning in a sea of content, Lives of the Artists shows how investing in high quality, original content can deliver cut through that delivers for the brand by delivering a genuinely original experience for the consumer.