Virgin Active/
client / Virgin Active
date /
This became the narrative of the project “we do the work so you can focus on what matters; you!”.
The Brief/
Not just a gym, but a lifestyle, this is what Virgin Active Moses Mabhida embodies. Located in the Moses Mabhida Stadium, Durban. This exclusive gym belongs to the Collection Club series of Virgin Active gyms in South Africa.
The client wanted to showcase their unique offerings in a new way and approached us to capture the experience a member of Virgin Active Moses Mabhida could expect. A way for viewers to see it is not just about the activities, but rather, the possibilities.
The Narrative/
What sets Virgin Active Moses Mabhida apart is not the amenities themselves, but what they allow you to do. This became the narrative of the project “we do the work so you can focus on what matters; you!”.
We captured the essence of the narrative by having the opening scene portray the character burdened by his responsibilities, only for them to be briskly taken from him as he entered the building. What follows is an explosive representation on unrestrained focus paired with a fast-paced soundtrack flowing seamlessly into a graceful display of rhythmic shots. Combining to showcase the range of possibilities available to the members of Virgin Active Moses Mabhida.