When Synthetic Pictures Founding Director Justin Corsbie visited an Orangetheory Fitness for the first time, one thing became clear — it’s membership is a diversely fit group with cult-like dedication to their workouts. Corsbie knew he wanted to showcase that passion and intensity in the brand’s first national campaign, “More Orangetheory – More Life,” created by ad agency The Tombras Group of Knoxville, TN.
The brand’s relationship between its custom workouts and an active lifestyle was clear, and so the result is a campaign, directed by Corsbie, that mixes match-cut vignettes, stunning cinematography, compelling performances, and epic locations to hammer home that core connection.
Seen here is the :90 version, to view the :30 on the Orangetheory Fitness YouTube page, go to https://youtu.be/UdTnSpSPolg.
SPW CreditsClient: Orangetheory Fitness
Agency: The Tombras Group
Executive Vice President: Dooley Tombras
Creative Director: Brian Locascio
Creative Director: Rob Simpson
Producer: Paul Paruta
Production: Synthetic Pictures
Director: Justin Corsbie
Executive Producer: Allison Smith
Cinematographer: Jas Shelton
Line Producer: Josh Smith
Production Designer: Zach Matthews
Wardrobe Stylist : Selenia Rios
Post Production: Rock Paper Scissors
Editor: Damion Clayton
Executive Producer : Rana Martin
Producer": Dina Ciccotello
Color & Motion Graphics: Ntropic
Colorist: Marshall Plante
Creative Director on Design: Ryan Duggan
Motion Graphics Artists: Jessica Tong and Andrew Hess
Flame Artist: Mark Sanna and John Yu
Head of Production: Ron Moon
Producer : Veronica Ware
Propel featuring Michael B. Jordan
Invisible North (IN) proudly unveiled a pioneering 2024 360 campaign for Propel, starring Michael B. Jordan. Last year, Propel announced Michael as their new brand partner, with a shared mission of bringing communities together through movement. In year one, IN partnered with Propel and Michael (alongside NOUN and Acceleration Community of Companies) to launch the Propel Your City Project (PYCP) - an initiative to drive fitness access by investing in local communities.
To launch the project, a hero film was created to share the ‘why’ behind PYCP and feature one of the partner organizations, WalkGood LA. Following the launch, they partnered with organizations in Atlanta, Detroit, Houston, and LA to expand programming in bespoke ways to address local needs and make the most impact. Year one was a huge success - providing over 160 free fitness classes for exercisers nationwide and seeing a positive impact on the local organizations, including supporting WalkGood LA in establishing an accessible, central fitness space called The WalkGood Yard. Building off of the success of 2023, IN worked with Propel and Michael’s team, to lean into the power of community to create a brand anthemic spot. This year’s TVC showcases Propel’s shared mission with Michael to help exercisers reach their goals with the help of their community. As their research confirmed, for many exercisers, going on their fitness journey alone can be difficult, which is why the spot captures the energy and motivation that comes from moving together. It also highlights how Propel plays a role in fueling your fitness journey, with Michael speaking to the power of having a community that pushes you toward your goals.
The 30-second spot is currently airing on all... Read More