EōS Fitness
2025 Campaign
For the 2025 EOS campaign, we were invited to build on our previous collaborations and take the creative to a new level. Having already built our hero character Will in CGI, we were easily able to repurpose him across eight new environments.
The brief called for two thirty second spots and six fifteen second vignettes as well as multiple still outputs, each centered on Will’s relentless commitment to fitness and his humorous quest to get himself back into the gym.
Working alongside Riester, who delivered a set of wonderfully sharp and comedic concepts, our team took on the challenge of turning those ideas into fully realised, high energy pieces. From design to CG, editorial, colour and finishing, we handled all elements of the production. Below are a selection of preproduction artworks and the final delivered spots for the first two instalments of this ongoing campaign.
TV Spot :30
Cold Plunge Spot :15
Office Spot :30
Building on the assets created for the previous campaign, our team dived into designing the inside of Will’s home. Naturally, he needed the essentials: a massive television and a sofa you could sink into. But the real fun was everything in between. What colours would he choose for his space? What kind of rug would suit him? And, of course, where would someone like Will keep his legendary collection of headbands?
These were the questions we set out to answer. The goal was to create a space that felt familiar, charming and unmistakably Will, because, if we are honest, there is a little bit of Will in all of us. At the center of it all was Will’s biggest fitness nemesis, not weights or cardio, but his television.
Design & Look Dev TV Spot
The shorter spots that we created for this campaign were all designed to showcase premium areas and unique features and classes within an EoS gym. The below spots centered on their cold plunge pools with a comical experience in the yoga studio and Will testing his strength in the Yard weight training area.
As we all know, juggling your fitness goals alongside your daily working life can be a challenge. In this spot, Will’s laptop is the protagonist preventing him from getting to the gym. Using a humorous mix of overwhelming reminders, pop ups, icons as well as the laptop’s keycaps, we show how he overcomes this to reach EoS and workout on their new range of EGYM’s Smart Strength equipment.
Storyboards
Style Frames
Weights Spot :15
Previz
Additional Spots
Yoga Spot :15