Australian Institute of Fitness

AIF + Fitness Lifestyle Group

The Challenge.

The Australian Institute of Fitness (AIF) needed video content to help promote their new fitness courses and a new partnership with Fitness and Lifestyle Group (who own Fitness First and Goodlife Gyms).

Most importantly, the videos needed to highlight a direct pathway into careers in Fitness First and Goodlife gyms. Key campaign objectives included:

Promote the launch of the exclusive workshop series for AIF grads (FLG Masterclass Workshops).
Use a prescribed shot list and pre-determined talent.
Ensure executions work without audio and have fast-paced edits to draw attention within the dynamic and noisy confines of gyms andfitness centres.
Encourage gym members to consider a career in fitness.
Feature AIF's branding terminology of “Warriors” (AIF students).

Our Approach.

A career in fitness is all about forging your own path – it’s unconventional and exciting. Our creative approach focused on the idea of the ‘road less travelled’ as opposed to a corporate career.

We aimed to show the journey from fitness enthusiast to professional, encouraging people to choose a career that’s dynamic, rewarding and a little different. All on-screen talent were students and staff at AIF and FLG, to make them feel a part of the campaign and give them ownership.

The Result.

The fast-moving action in the videos portrayed a day in the life of an up and coming fitness professional while overlaid motion graphics and an edgy soundtrack drove home key campaign messages.

The videos were used across all of AIF’s social channels to attract new talent.