SPRY SOCIETY
PROMO
Create a 3-part series for digital, culminating in a brand anthem illustrating why Spry is different than other Crossfit gyms.
See below for our three 0:15s cut-downs using real gym members.
Instead of ‘huge people lifting huge weights’, we wanted to showcase what Spry brought it’s members personally. Through a series of pre-interviews, we selected three members to build the story around, centering on the unique strength they each discovered in the community and in themselves.
Visually we would convey this by connecting people first individually through motion - eventually revealing they’ve been working through the same class together, which brings them strength.
The 30s brand film was then further separated out into three different 15s spots, targeting a specific segment of their market using real interviews.
Director, Producer: Karl Stelter
Cinematographer: Landon Brands
1st AC: Michaela Twyman
Gaffer: Greg Unger
Grip: James Swartz
PA: Paul Major, Julia Tranfaglia
Editor: Scott Edwards
Sound, Mix: Scott Edwards
Colorist: James Knott
