The Box

Role

Editor, Director, Camera

Client

The Box

Production

ALC

Date

April 4, 2024

The Box - Lululemon

The Vision

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Lululemon Model and The Box resident trainer Lauren leads a series of classes in the Weights and Boxing studios at The Box Brighton. Showcasing the variety of class modalities programmed in the space as well as the functional wear of Lululemon in action.

Edit Notes

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The Box director Lucy was keen to keep true to the brands combination of hard hitting classes and community warmth. We opted for a strong tech based track and then offered moments of connection and breath (literally) in between modalities for contrast and to draw the viewer into the space and packed out classes.

Heading

The Box - Lululemon

The Vision

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Edit Notes

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The Box - Academy

The Vision

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The Box launched a new academy for developing new talent. The programme is one of the only in the country to take Trainers up to a Level 3 PT. The Ad would be used in various formats across multiple platforms to sell placements. The first three batches of trainers have since passed through the Academy and this single Asset has been used to sell in over 30 high value contracts.

Edit Notes

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The aim was to set the tone, showing the joy of a 1 to 1 session with a client and trainer. Whilst also using the setting and tone to selling the high quality yet pragmatic nature of the brand. Clean compositions and intimate closeups frame the direct and high pace deliveries to camera.

The Box - Classes

The Vision

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A brand awareness film to showcase the space of the gym, the energy of the classes, and the high quality but raw and down to earth programme on offer. Community is at the heart of any great gym and this piece aimed to capture the tight knit class based family The Box invites members to join.

Edit Notes

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I broke the film down into two chapters covering the two core spaces and class types on offer; Strength and functional movement first, with a boxing studio second. The driving track sits at the very edge of pushing the brands energy and raw attitude, whilst aiming not to sell this as a place that's too 'hardcore' for the average gym goer. This isn't an elite fitness gym, this is a place for everyone to find their own peak performance, whatever that means to them.

The Box - Boxing

The Vision

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Simple as it comes, a raw and real take following trainers Lewis working with a client during a class. This was a deliverable devised to deliver the real and raw tone of the brand and what clients can expect at The Box

Edit Notes

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A couple of Bookend cuts to bring the audience in and out of the room. A subtle grade to keep things clean and simple just bringing out the skin tones and letting everything else sit back.

The brand we have developed at The Box is crucial to our success. For that reason we are very selective about the creatives we choose to work with to proliferate that vision. Very quickly after our first conversations and subsequent shoot it was obvious Jacob understood the nuances of what we are all about. His ability to self lead, offer direction, and deliver have made it a very easy choice to continue the relationship over now multiple years.

Lucy Armstrong, Founder, The Box