Gym Content

A gym is a product everybody already understands, so the material could not lean on explaining what it is. Direction came from Kaline Oliveira with the client’s marketing side, and the series bets on people instead of corporate voice-over laid on top of pretty footage: the ones speaking on camera are influencers, Kaline herself, or staff from the gym, showing the machines, the classes and the training from the inside. One of the cuts is an older couple describing what changed for them. The sales pieces stay short and cut to the beat; the testimonial ones breathe and run to two minutes, because there the story is the subject.