Les Mills International has launched a new global campaign focusing on individuals mindsets as they do group fitness classes.
The one minute spot, called ‘You Are Limitless’ flashes between its group workouts to watch as individuals push themselves past their previous limits doing everything from lifting weights to yoga and cycle classes.
The male voiceover talks to, and encourages, the people working out with motivational lines such as “now is the time to find that state of mind that pushes you through” and “you choose to leave yesterday behind and to leave tomorrow open to opportunities”.
The campaign was developed and created in-house, with help from Matte agency in New York to refine the concept.
Global consumer marketing manager Kate Lennon says the spot intends to speak to people individually.
“It’s personal and emotive, it’s empowering and accessible, and by no means intimidating. We’re not telling people what they should be, we’re reflecting and inspiring who they could be. We’re building a foundation to further the conversation.”
She says the ‘Limitless’ campaign was based on “authenticity, inclusivity, and the power of a collective spirit inherent in the group fitness experiences Les Mills’ offers”.
Steve Baker, film director at Les Mills International who shot the ad, says it was filmed in six different locations over three days.
“We wanted to show all aspects of the Les Mills business and where one might do a class or training. We shot two days in Auckland at a villa, at Red Yoga Studio and Les Mills Newmarket.”
The team also did a one-day shoot in Venice Beach, Los Angeles, on the roof of the Cadillac Hotel and the beach itself, with the reason being that the team wanted to give the ad an international feel while tapping into Les Mills’ biggest owned market, the US.
He says all the talent in the campaign have done or do Les Mills classes.
“A big thing for Les Mills is showing technique. In all casting we do, whether it is a person selected from a gym itself or through an agency, they have to do or have previously done Les Mills classes.”
Baker says it was a crazy but fun project to direct, with a quick turn-around from concept to delivery in just over a month.
“This shoot was a very new way of storytelling for the Les Mills brand. We wanted to tap into the mindset of what one experiences in a Les Mills group fitness class.”
He says a key shift in this piece was around music, with the choice to internalise the audio with strong sound design reflective of each character, “making it emotive and personal to their experience in a specific class”.
Lennon adds that the at the heart of ‘Limitless’ is a state of mind that celebrates the constant improvement of yesterday’s best.
“It was incredibly important to us to reflect our fitness experiences in a way that represents not just the exceptional athletes that do our classes, but those that are pushing their limits every day. It’s an ethos built around the idea that everyone can beat yesterday’s best, no matter where they are on their own fitness journey.”
The ‘You Are Limitless’ is the first phase of the campaign, with more to follow in the following phases.
Director: Steve Baker
Creative Director and Art Direction: Dan Fantl
Producer : Peter Clews
Producer: Nikita Kearsley
Editor: Dan Kircher
Dop: Andrew McGeorge
Vfx and colour grading: Peter Richie and Creature
Design: Ash Prior
Copywriting: Mark Easterbrook and Duncan Blair
Agency support: Matte Projects
Global Marketing Director: Julian Smith
Global Consumer Marketing Manager: Kate Lennon
Brand Marketing Executive: Lana Vaudrey