Myself and the talented team at Canvas spearheaded the “Made In Here To Enjoy Out There” campaign for Virgin Active, creating a seamless bridge between vigorous indoor training and the joys of outdoor summer activities. We crafted dynamic visual transitions, like moving from a cable chest exercise to frisbee throwing or a yoga pose to lounging on a beach chair, vividly illustrating how gym efforts empower diverse personas—from adults and varsity students to kids—to fully enjoy their summers.
Beyond TV commercial executions, I ensured that the campaign was flawlessly rolled out across all channels, from in-club collateral to digital paid media executions, maintaining a consistent and on-brand message throughout every touchpoint. This comprehensive approach helped ensure that every element of the campaign resonated deeply with our members’ aspirations, emphasising that the hard work at Virgin Active was crucial for their exhilarating outdoor experiences.
Scope
- Creative Direction
- Concept
Team
- Canvas™
- Patriot Films™