“The energy of the spot was designed to connect on an emotional level so our wellness-seeking consumer would feel like this is the right product for them. We didn’t only want to show the technical performance and the superior design but wanted to convey the emotion and essence of what …

“We were challenged to have our demographic engage with our brand and inspire them to travel to Lexington, which is difficult to do in the traditional space. So we explored executions like a Garden & Gun dinner series in Philadelphia and an out-of-home placement in Chicago, both of which allowed …