The Client

Reebok Fitness is one of the most established names across the fitness industry. Since the creation of the Reebok Step in 1989, they have continued to drive the home fitness market forwards. Creating fitness and training equipment with the user always at the heart of design, they consistently empower and enable people to achieve their best fitness potential.

The Challenge

Reebok Fitness approached us to create a product focused video series for their latest range of Indoor Training Equipment. To be used across B2B and B2C channels, it was crucial that each individual edit communicated a short narrative and conveyed the product attributes. With a range of exercises to film, the need to highlight product versatility in each video was paramount.

In addition to a strong product focus, the video content also needed to portray a documentary style in line with Reebok’s visual guidelines. The final product would be achieved through creatively managing and producing a series from the initial storyboarding phase through to final production.

The Result

To ensure an authentic story and relationship between the athlete and the product was communicated, we devised a shoot structure consisting of three primary elements; point of focus, point of exercise and point of exhaustion. This ensured each video took the viewer on a journey. Product features and athlete interaction was further highlighted by capturing a range of exercises through the use of detailed and wide shots to reiterate this bond.

With all footage captured over a two-day location shoot, we were able to use a range of shots and varying shoot styles to accurately capture the versatility and functionality of the equipment in an emotive and motivational style.

We created a total of 15 individual product edits and one overarching range edit

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“We found working with Brandwave truly refreshing. Their creativity and knowledge in the sports market really complemented the overall final product. Not only do Brandwave possess the technical know-how, they also continually present creative flare which was of great value to this project.

Their communication and organisation skills throughout were second to none and from the outset, they understood our brief and what we were looking to achieve.

We (RFE International) are currently working on our 3rd project with Brandwave and look forward to working with them on many more in the future.”

Christine Kenny

CREATIVE PRODUCER AT RFE INTERNATIONAL