I led the Virgin Active Summer 2022 Campaign: “We Were The Ones Who Dare.” It was a vision that ignited our spirits of determination and resilience, showcasing individuals who defied limits and embraced challenges head-on. With captivating visuals and stirring narratives, the campaign celebrated those who pushed beyond boundaries, whether it was a guy practicing combos on a boxing bag, a fit woman conquering a flight of stairs running, or a girl perfecting her soccer skills. Every scene pulsed with energy and purpose, embodying the essence of the Virgin Active community.
The campaign’s powerful message resonated deeply within us: We were not defined by our circumstances; we defined them. We seized every opportunity, turning “nos” into “yeses” and setbacks into comebacks. It was a call to action, daring each viewer to embrace their inner strength and unleash their full potential. The success of this campaign in South Africa was monumental, prompting consideration for a global rollout across all Virgin Active territories. Its impact transcended borders, resonating with individuals worldwide and inspiring them to join the movement of relentless determination and boundless possibility.
Scope
- Creative Direction
- Concept
Team
- Director – Alex Fynn / PrettyNeat®
- DOP – Adam Bentel
Project
Location
Throughout the filming process, we ventured across the diverse landscapes of Cape Town, capturing the essence of the city’s beauty and variety. From the golden sands of Noordhoek beach to the iconic Clifton Stairs, each location served as a backdrop for the campaign’s narrative of determination and resilience.
Pushing the limits
One of the most memorable moments of the shoot occurred at Clifton Stairs, where we witnessed a woman courageously taking on the daunting challenge of ascending the steep flight. This pivotal scene, captured with a thrilling cable cam shot, encapsulated the spirit of the campaign as she pushed herself beyond her limits, symbolising the power of perseverance and the triumph of the human spirit.