TB12 Works For You (2022)
Creative Direction
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TB12 Works For You is a deep dive into our clients' stories who've channeled the TB12 Method to overcome challenges in pursuit of pain-free living. We highlight the TB12 Body Coaches who deliver world-class performance and recovery solutions and their relationship with their clients that exemplify the efficacy of the TB12 Method.
The annual campaign bridges the gap between the elite athlete stigma and the notion that TB12 can work for anybody. Each season is an opportunity to elevate our clients and utilize their stories to tell the master story of the TB12 Method - showing that it works for people of all ages, shapes, sizes, injuries, hurdles, challenges, and triumphs. We want people to be able to see themselves in these success stories and aspire to reach similar goals.
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Every episode tells a new client’s story rooted in the ethos of “your conditions don’t define you” and features:
A genuine client story
A client’s how or why
Their relationship with TB12 in a way that communicates teamwork/collaboration
Their entry point into the brand
The client’s story as a mechanism to talk about what TB12 is
The Stories
Season three of TB12 Works For You centered on two clients' journeys to feeling and moving better toward their respective personal records. Paul is a 55-year-old marathoner determined to run his fastest marathon yet. Lindsay is a teacher, and a women's soccer coach who's goal is to overcome two surgeries so she can continue to coach and stay active with her children.
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TB12 Client Paul Sullivan is poised to run his 66th marathon. Despite getting older, Paul has no signs of slowing down. In the past year, Paul has shattered PRs across the country, and with TB12 at his side, he is only getting started.
At the 2022 Boston Marathon, Paul PR'd at 55 years old with a time of 3:06:55 — proving that age is truly just a number and with the right tools, anyone can do what they love, longer.
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After a tough surgery on her knee, Lindsay just wanted to get back to playing with her kids and being active again. Thankfully, she didn't need to embark on this recovery journey alone. With the help of TB12 Body Coach James, she is now back to doing what she loves as a coach, teacher, and most importantly, as a mother.
