Brand Content TV Series

Strategy, media and ambassador partnerships, content production

Tasked to reinvigorate Nutri-Grain’s involvement with IronMan, we created and managed a new branded content TV program. ‘Deep Water’ was Australia’s first brand funded sporting reality TV program. The property showcased the brand’s ambassadors as extreme sport athletes, demonstrating the brand’s values beyond the narrow confines of IronMan sport. We collaborated with the client’s media agency to pitch and partner with the Nine network and Fox Sports. The series ran for two seasons, including season 2 shot entirely in the USA. We managed all contracting, on-location operations, production of the telecast and support advertising and partnerships with the local tourism bodies.

Person standing on red rock formation in desert landscape with distant mountains and blue sky.
People doing push-ups on a wet surface during a fitness event at night.

Off the back of the program’s success, we took the concept a step further.

Do the super stars of other sports have what it takes to make it as an IronMan? We subjected six sports stars to rigorous fitness and skills testing on land and in the water, partnering with the experts at Bond University. We developed the challenges, managed the program and produced a two part brand-funded content special for Channel Nine.