humour
Content that defined A playful brand personality.
one
LIFT YOUR MOOD
During my role as Head of Creative for Fitness Playground (now re-branded as One Playground), I worked to create the playful brand personality that the brand is known for today. I used everything at my disposal: our staff, our spaces and the latest company news.
My goal was to create memorable, entertaining & impactful content that helped build the community inside and outside of the gym walls. From the birth of the idea, to the scripting, to the casting (sometimes even the narration), to the art direction, all the way to the final edit.
This first piece was just one from our “Lift Your Mood” series, an initiative that was created during Covid for mental health where we provided an avenue for online workouts. A different kind of online workout. It became an annual event broadcast across national TV, in support of The BlackDog Institute.
Creative & Art Direction: Alessia Murer
Photography & Videography: Chris Ramirez
Brand: One Playground (formerly Fitness Playground)
two
HIRE A GYM BUDDY
This piece was a family favourite, where I started to look beyond the normal services of a gym. You can start a gym membership, you can try a class, you can buy personal training, but can you hire a gym buddy?
As an additional piece, we also made a ‘rap-up"‘ of the video.
Creative & Art Direction: Alessia Murer
Videography: Chris Ramirez
Brand: One Playground
three
THE INVISIBLE FRIEND
As a sequel to hiring a gym buddy, I thought, what other services could there be? What about hiring an invisible friend to be your hype man?
We made this new service a reality with our “light-field technology”.
Right
Photographer: Chris Ramirez
Below
Creative & Art Direction: Alessia Murer
Videography: Chris Ramirez
Brand: One Playground
four
Lieutenant Locker
We liked to approach April Fools Day a little differently. Meet Lieutenant Locker, the man behind the successful closing of locker doors in gyms.
Feels familiar? Inspired by the epic opener of Hot Fuzz.
Creative & Art Direction: Alessia Murer
Videography: Chris Ramirez
Brand: One Playground
five
UNDERGROUND CCTV
We had an unannounced visit soon after Covid-19 to our underground gym, The Bunker. We’d say it caught us off guard, but it didn’t really.
We used CCTV footage and captioned their experience.
Creative & Art Direction: Alessia Murer
Photography & Videography: Chris Ramirez
Brand: One Playground
five
JOSE THE B@LLBREAKER
There is no template, framework or best practice for a great story.
The biggest strength is getting to know the person and showing them in a way that is authentic to them. Simple.
Lucky Jose is quite a hoot to shoot. I observed him in his ‘Hour of Power’ class, so bringing his instructor feature to life was a fun and easy one.
Creative & Art Direction: Alessia Murer
Videography: Chris Ramirez
Brand: One Playground
