Film
Credits
Director: Brendan Hayes
DP: James Winegar
Photographer: Jared Ryder
Producer: Maria Sutherland
Creative Director: Brendan Hayes
DP: James Winegar
Photographer: Jared Ryder
Producer: Maria Sutherland
Creative Director: Brendan Hayes
Make Every Move Count
We launched the Fiture brand in the U.S. in Winter 2022. In order to stand out, we knew our imagery had to stand apart from the upscale residential, fig-tree-in-the-corner status quo of the rest of the fitness industry. The goal of the visual treatment was to strip away anything that would take focus away from the company's breakthrough mirror device and establish the brand's visual tone of voice by using bold color, cinematic lighting, and frenetic camera moves.