Created at Buck during quarantine

During lockdown, home fitness hit an all-new height of popularity. Gyms closed and we all found ourselves sitting on our sofa all day in a polo shirt and sweatpants. So JaxJox decided to up the ante with a whole new line of smart at-home fitness equipment and live classes.

We came up with concepts, edits and looks from the ground up for three separate films - looking to maintain a high energy, social feel for the campaign.

Process
We begin with a more editorial approach, creating a ton of individual shots that were sculpted into a story within our edit. Going back and forth between edit and design allowed us to create something a little more unexpected than the traditional storyboarding approach. Afterward, we developed three distinct environments for each film to live in.

To top it all off, we held a virtual shoot with the JaxJox trainers.

Big thanks to the team at Buck NY for bringing me in to lead this, and all the fantastic artists I got to work with around the world.