Change4Life commissioned this film to help reverse the growing trend of obesity illnesses, with the specific aim of getting parents more involved with their children’s swimming activities and make swimming a regular part of their child’s life. This call-to-action film was reinforced and supported by further short films delivered through the website which provide practical guidance by suggesting specific games parents can play with kids of different abilities.
Our solution was to spend 3 days filming in two FF gyms (Lavender Hill and Clapham Junction) and use a host of actors, FF staff and extras to depict a busy gym environment.
We then enacted several scenes which showed a day in the life of a gym with a General Manager, a Personal Trainer and other staff members and customers and how behaviours improved the overall “feel” of the gym and morale of the staff, helping to increase their pride in working for Fitness First. The film was also designed to help embrace FF’s Brand Values.
This film aims to make people feel like they are a part of something bigger, proud to be involved in a greater cause. The film promoted Sport Wales’ message, aims and vision at their annual Staff Day event in January 2012, and has since been available to view on the Sport Wales website and YouTube channel. We used stop-frame animation of real people. We filmed the participants individually from above, creating a plain white canvas and animating them frame by frame, making them do anything – run, tumble, jump, acrobatics – to illustrate the vast array of sports. A simple text script in a handwritten style told the story, making it easy to create both English and Welsh versions. We completed the film with a commercial track by an up and coming Welsh band called Friends Electric.
The theme of the campaign was that of great success being achieved through great support, and previous TVCs had already been made in this vein – and by association, how QFC provides great support to help its clients achieve their own personal success.
Coupled with an ethereal, inspirational music piece, our film uses archive footage of the Apollo 11 mission in 1969, and closes on a shot of Charles Duke, Mission Control for the Apollo 11 expedition, arguably the most crucial support roles behind one of humanity’s pinnacle achievements – setting foot on the Moon for the first time in history.