Les Mills International Ceremony Launch
Les Mills was launching their latest, most challenging circuit training class in the US. But in a market filled with Barry’s and Orange Theory classes, our biggest challenge was to make it stand out. So instead of following the fitness crowd, we flipped it on its head and focused on how a serious sweat session can leave you...happy.
Using Louis Armstrong’s “When You’re Smiling,” we created a hero spot that proved that the hardest workouts, including Ceremony, produce the best type of happiness — the type that you earn. We partnered with Dave Meyers to highlight strained, sweaty woah faces in their transition to smiles as they completed the Ceremony workout. We accompanied the hero spot with in-gym and OOH signage with some headlines that had to hit as hard as the class.
Also, ‘woah faces’ might be one my best plays on words yet. Just sayin’.
HERO SPOT
This was my first on-set shoot. Two months into a new job. We executed a instructor photo shoot on the side. The workout wasn’t the only thing that was agile that day. Shout out
This was the asssignment when we got this project. Not only to craft headlines that sold the class, but create headlines that made readers feel like they were taking the class. Or at make them want to learn more about it. Shoutout my headline sensei, Pat.