THE MOVEMENT PROJECT

It is fair to say that movement has always been on our minds, and the first phase of our explorations centered around how the physical body interacts with our hardware. I challenged our team: how can we visualize movement on our new cardio products in a way we’ve never explored in the home or the studio? Let’s bring movement to life in a whole new way for the brand, have a little fun, and do something outside our comfort zone.

The SOLUTION

I contacted my guy David Salafia, and we debated a few ideas. We knew we wanted to play with lights and color and elevate our newest Treadmills and Max Trainers lineup. For Treadmills, we creatively visualized the movement of bodies getting on and mid-run and nailed how dynamic a running form looks. Yup, all shot in-camera. Streaky ghost-like patterns of fun. Add that with some killer gradients, and we landed here. For Max Trainer, to play into the innovative HIIT trainer, we aimed to push the intensity a bit with edgier lighting, framing, and a whole different feel of moments.