Pay As U Gym Introduces an Abstract World of Gym Membership Frustrations
Delivered for the 2019 January fitness drive, Pay As U Gym kick-starts the new year with a fast paced and ‘punchy' TV campaign.
For Onwards, Armoury London's director Jack Laurance and producer Shimmy Ahmed produced this energetic and abstract film for TV broadcast and social distribution.
The commercial airs in parallel to a national print campaign and throws an audience into an abstract world of gym membership frustrations. The fast paced visuals stare gym contracts in the face and challenge egotistical bodybuilders, confronting the workout / life balance. The TV commercial, a first for the brand, brings to attention Pay As U Gym’s unique concept, put simply, to ‘pay as you go’ in one of their many gyms located nationally.
Workouts that Work Out, TFL Bus, Regents St
The brands innovative membership model hosts more than 2000 locations nationwide and their latest campaign jibs at the typical gym membership concept.
Image courtesy of Jack Laurence / Armoury
Production was over seen by Armoury working closely with Onwards who are both based in Dalston, London. Director of photography Jordan Buck bought the sepia toned raw environment to light, shot with the Arri Alexa.
Post Production? No sweat!
The creative brief had a thirst for burning embers, flickering fluorescents and fire.
Utilising Autodesk's Flame to conform the shot rushes, post-production company Pickled set out to complete beauty work and set extensions, adding flaming punch bags and 3D fluorescent light tunnel sequences. Grade was crafted by Stefan Colosi using Davinci Resolve and wired to Pickled’s studio for finishing.
Making for swift and effective feedback, Pickled’s VFX pipeline held its strength. The virtual boutique prides itself on an intimate and omnipresent workflow. Working intimately with Armoury, dailies were presented to director Laurance via FTP systems and fed-back via conferencing and screen share. Pickled focuses on providing high-end talent wherever they may be, empowering content creators nationwide to provide efficient and cost effective partnerships with campaigns (find out more here).
Clearcast viewing files were created and presented throughout the online process. With fast cuts and repeating patterns, a Harding test warned, but Pickled's experience gave swift resolution. With final creative and Copy Central approval the TVC was delivered to air via Honeycomb. The TVC air's across the UK and is distributed socially throughout the fitness industries most lucrative period.
