Fitness ads all look alike: put some pretty people in gym gear, working out on your equipment and sweating in a somehow appealing way.
How can a challenger brand stand out?
What if we told a story about how much more you could do if you had a Major Fitness 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 already had a slogan: "Save an hour and grab your power", so we worked with them to refine that and then we created 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. We cast the commercial 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. Like lots of our work, it included a lot of visual effects. These weren't big explosions or armies of Orcs. They were "invisible VFX". Like turning day into night. Replacing every screen, including those at the brewery. Digital paintouts for the hero vehicle, too.
Froth & Fur's ability to do this kind of work for our clients alongside full creative development and live-action production is one of the ways we stand out.
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!