WHOOP, the performance monitoring brand, Whoop, has enlisted a powerful ally. Its new campaign created by indie agency, Flower Shop, features Cristiano Ronaldo, the first player to score in six World Cups. The campaign, In the Blood, capitalises on the global attention Ronaldo is attracting during the World Cup, using Ronaldo as the proof point that peak performance is about more than talent or training – it’s also about understanding what’s happening beneath the surface, in the body and in the blood.

The work follows Ronaldo from the humble streets where he grew up to the world’s biggest stages, connecting his journey – and his relentless commitment to improvement – to the ability of WHOOP to turn real-time physiological data into actionable progress.

 The campaign was shot with Ronaldo in Portugal and around his childhood home in Madeira, on the actual streets where he developed his talents. It marryies live and archival footage to present an intimate look at Ronaldo’s improbable journey from humble beginnings to enduring global icon. 

In the Blood is one of the first major campaigns created by Flower Shop since joining Whoop’s agency roster earlier this year. It is part of WHOOP’s broader creative platform developed by Flower Shop, that uses elevated, human storytelling to dramatise the conversation between people and their bodies. Its 30- and 15-second films will run globally across social, digital media, and broadcast supported by social content that reveals Ronaldo’s WHOOP Age.

Client: WHOOP
Chief Creative Officer: Johan Liden
Chief Marketing Officer: Briain Curtin
Creative Lead: José Cabaço
Creative Director: Mark Bartling
Director, Marketing & Strategy: Ellen Cizek
VP, Marketing Strategy & Operations: Kim Ferry

Creative Agency: FLOWER SHOP 
Chief Creative Officer: Al Merry
Chief Executive Officer: Mary Lou Bunn
Chief Strategy Officer: Mark Aronson
Strategy Associate: Noor Valvani
Executive Director, Business: Allie Lightcap
Senior Project Manager: Danielle Hillman
Creative Directors: Jimm Lasser, Amy Wheeler & Ollie Watson
Executive Producer: Lauren Powzyk
Senior Business Manager: Riyad Alam
Head of PR: Elizabeth Hess

Production Company: BRYGHT YOUNG THINGS
Director: Daniel Navetta
Cinematographer: Joe Victorine 
EP: Chelsea Greenwood
Senior Creative Lead: Anumeha Sinha 
Line Producer: Lucas Carpenter

Service Production (Portugal): 24/7
EP: Mariana Mota
Line Producer: Paula Miguel
1st AD: João Cysneiros

Editing: Twin Elephant Post
Editor: Chris Besecker

Colour: Company 3
Colourist: Tim Masick 
Senior Color Producer: Colleen Valentino

VFX & Finishing: Company 3
Head of Production: Kristin Engdahl
VFX Supervisor & Flame Lead: Margolit Steiner
VFX Supervisor & Flame Artist: Chih Peng
Producer: Jen Doyle

Sound: Rabble Studios
Owners & Sound Designers: Randall W Macdonald & Bertus Pelser 

Original Music: Barking Owl

Business Affairs: HAILSTORM