The client
Icepiration sells ice baths and portable saunas to set up at home, built around a practice: contrast therapy, heat and cold one after the other. The brand was co-founded by Mathys, a sports coach and certified Wim Hof Method instructor, which puts the practice ahead of the product.
The angle
A product whose benefits describe badly and show well. Recovery, sleep, coming back down: none of it fits on a spec sheet, and all of it reads on a face stepping out of the water.
So the product is never alone: it sits in a garden, on a terrace, in the snow, with someone in it. What sells is not the tub, it is the moment, and the captions write the sensation before the argument.
Instagram posts
Eight posts from the account. Each image sets a different scene, indoors, garden, mountain, event, so the same product looks at home everywhere: in someone's garden as much as on a stand.
Stories
Seven stories built around the portable sauna: the temperature, the dimensions, what is included, and the ice bath it pairs with to make the contrast. The format for answering the questions nobody asks in the comments.
Reels
Two short formats shot on location: the product in use, one argument at a time.
Benefits format: the product and what it does, shot on location.
Demonstration format: the product in use, one argument at a time.