Fitness company ads all look alike: put some pretty people in gym gear, working out on your equipment, sweating in a somehow appealing way. How can a challenger brand stand out? This is where small focused shops like Froth & Fur thrive.
Working out on your state-of-the-art Major Fitness home gym saves you about an hour a day. So what if we told a story about what you could get done if you had a home gym, versus driving to the gym, waiting in line for equipment, and missing out on life?
And what if it was kind of funny, about two friends for whom everything in life is a competition? And what if we added a third character to raise the stakes?
Major Fitness had their unique concept and slogan "Save an hour and grab your power", so we worked with them to refine their concept and then create the script for the thirty-second commercial. After that, production and post. This was a full-service engagement.
Froth & Fur's Patrick directed and Eric DP'd. The budget was tight but doable, and because we go the extra mile for our clients, we called in some favors that helped us raise the production value of the spot.
We cast it in New York and shot it across the Hudson in New Jersey at two locations- a brew house and a private residence.
Post and finishing was done in LA. It included a lot of visual effects work. Every screen, including those at the brewery, was created in post. The hero vehicle got a lot of digital paintouts to clean up the look, too.
The video is currently playing as pre-roll and sponsored search on YouTube, along with appearances on Amazon Prime. It helps Major Fitness stand out from the pack of challenger brands in its vertical, and it is unlike anything the company has ever made.
I love it. Thanks, Patrick!