Cadence just dropped a campaign for their new Orange Soda flavour and it stopped the house mid-morning. We put the espressos down and looked properly.

We have a rule in here. If something makes the whole house stop mid-conversation it earns a place on the counter. This one went on there immediately and has stopped everyone who’s walked through the door this week. 

Cadence shot their latest campaign on 120 and 35mm film alongside photographers Ryan Golz and Mason Prendergast, set across the streets of Brooklyn and New York during a heatwave. 

Shooting on film wasn't a stylistic choice bolted on after. From our lens it looks like it was the first creative decision and the one everything else followed on from. Film does something to light and colour that no digital process has properly replicated and it's clear their team felt that the feeling they were chasing could only live in that medium.

Nobody remembers the drink. They remember the moment around it. The warmth in this creative is baked into the grain and that's what caught our eye right away when we saw it launch last week. 

Where most performance campaigns put movement front and centre here it barely registers. When it does appear it feels almost incidental. Like it’s part of the Cadence world rather than the point of it. In doing this their team created something where summer and the people around you are all part of the same feeling. Orange Soda is just the source of hydration. 

Most performance brands have spent years making performance feel like something you have to suffer for. That's a harder association to move away from than it sounds. And they did it. That feeling is the whole campaign. 

Ross MacKay, Cadence founder, has said it better than we could: "If we do our job right, in 10 years someone's orange soda memory just happens to be ours."

Standing in the house looking at this one, we think they're already there. 

Next shots on us. We'll make it a strong one with a slice of orange.

Shot of the good stuff.