Feel it all
In here, we feel it all. In fitness, in this body, a place that triggers every sense, evokes every emotion. How good does it feel? To connect, to disconnect. To show up with courage and leave with victory. Give it all to feel it all.
Photographer —
DOP —
Campaign Approach. Feel it all, a year long company wide brand campaign, is based around the notion that every Les Mills Fitness program makes you feel something different.
Feel it all tells stories about how you feel ahead a workout, whilst you are in the depth of a workout, the elation of achievement, and what keeps you coming back for more. It invites you to explore the diverse physical and mental experiences available to you if you want to feel stronger. Feel fast. Feel free. Tap in or tune out. Be unstoppable, you feel me? Feel pain, ouch - we feel you man - but how good will that feel tomorrow.
This idea is built on all of the amazing ingredients that go into the Les Mills experience. The power of the group or people, the science, the instruction, the experience, the art and of course the music. These ingredients are at the core. They evoke every emotion and trigger all the senses. They clear your head, heal your heart and lift your spirits. One class can transform a horrible day into an phenomenal one.
Changing your body, changing your life or changing the world is a never ending painful struggle of ups and downs. But how incredible does it feel when you start to feel a change. We feel you, every step of the way.
Campaign Phases. The campaign follows in 4 phases, each to promote a Reebok season, and Les Mills Programme release drops. They follow a linear experiential path; 1. Dimension - which represents the creation of a goal, visualising multiple moves and feelings at once. 2. Intrinsic / Extrinsic Motivation - the outcome of your engagement and commitment, what motivates you mentally and physically visualised with an emotion and physical achievement, stitched to tell one story. 3. Challenge - which motivator from season 2 will you pull from to get through the challenge and overcome your doubts, in these depths, how good will achievement feel? 4. Victory - you own the process and feel the euphoria of achievement.
Feel it All film — Directed by Matte Projects
Collaborators
AP on Art Direction,
Campaign Narrative and Design Direction
Global Marketing Director — Julian Smith
Creative Director — Dan Fantl
Campaign Team
Photographer — Carlos Serrao
Cinematographer — Monica May
Producer — Amy Ground
Set Designer —
Shoot 1. Nick Tortorici.
Shoot 2. James Lear
1st AD —
Shoot 1. Peter Maestrey
Shoot 2. Johnny Ray Wilson
LMI Production — Jessica Huynh, Sian Morgan
Technical Advisor — Erin Maw
Stylist — Daisy Uffindell
HMU Team —
Shoot 1 - Julie Figueroa, Sonia Resh (assist),
Nicole Bushnell, Shyama Gero (assist), Seana Crain (assist)
Shoot 2 - Makeup - Julie Figueroa, Christine San Antonio (assist)
Hair - Jamal Hammadi, Chika Monura (assist), Vicky Yun (assist)
LMI Design Team
Copywriter — Dunc Blair, Mark Easterbrook.
Designer — Jessica Huynh, Angelo Wells, Ben Attwood,
Meg Golbry, Sean Moran
Studio Manager — Helen Fairs
Cast.
Shoot 1
Caley Jack
Des Helu
Saria Chen
Kayla Atkins-Gordine
Natsha Ward
Daries Lindsay
Nicole Harrison
Dee Rowell
Kenshin Tani
Romain Prevedello
Shoot 2
Caley Jack
Saria Chen
Kayla Atkins-Gordine
Stasya Generalova
Nicole Harrison
Dee Rowell
Bryan Blamele
Maxime Vigeant
Kristian James
Xavier Jimenez