Client
PureGym
Year
July 2022
Services
Brand Film
Brand Campaign
Credits
Director: Tom Baker
Creative Producer: Angela Elvira Bruce
Producer: Giorgia Gray
Director of Photography: Rhys Warren
Sound Designer: Timo Saila
Gaffer: Emil Nolan
Camera Assistant: Francois Earp
Runner: Alan Johnson
Editor: Tom Baker
Sound Design: Timo Saila
Colour Grade: Hannah Squires
PureGym approached us with a challenge: create an empowering, honest and emotionally compelling video campaign to celebrate Pride month 2022 and show PureGym as an inclusive work and gym space.
To meet this challenge, we developed an original campaign called ‘Rise & Shine’ that focused around seven inspiring ambassador stories from PureGym’s diverse workforce. ‘Rise’ encourages people to step up and become better allies. ‘Shine’ for LGBTQ+ people means acceptance and feeling free to be your authentic self.
To bring this to life visually, we embraced soft natural lighting that was impactful without being overpowering. Along with artistic lens flares to create a unique shine effect in camera. An elegant blue silk (prop) served as a powerful visual thread tying all the stories together into a cohesive and emotionally resonant message.
Overall we produced over twenty video assets that reflect the struggles, triumphs, and aspirations of PureGym’s LGBTQ+ community. These were hosted on a main campaign hub with additional photography and further support information.
The end result was a hopeful video campaign that was hosted across Instagram and YouTube. It was seen by over 1 million members and 200,000 social media followers.
