FAT

FAT brought the energy, we brought the cameras. A multi-sponsor fitness event in Auckland where the brief was simple, make people wish they were there.

To our creative direction this meant it wasn't displaying the grunt of the workouts, but the community that comes with FAT. High work = high reward (especially if it finishes with free acai bowls and electrolytes). We shot run and gun with a mix of lenses and styles designed to pull the viewer into the atmosphere. Wide for scale, tight for intensity, slow motion for the moments that deserve to have their own space. The content captures the season shift in Auckland and the raw joy that comes from pushing yourself alongside a crowd doing the same. This one is for the athletes, non-athletes and community.