lift your mood
the campaign that caught the nation’s attention.
one
HOW IT STARTED
Lockdown 2020 meant that businesses had to close their doors, and as a business that relied on having physical spaces, what could we do?
We launched "Virtual Playground", an online content platform where we produced 180+ videos within a few weeks, across a series of workout categories including dance, strength, calisthenics, barre & more.
But to really kick off the platform, we created a workout series called "Lift Your Mood". Workouts designed to lift people's spirits (as well as endorphins).
To launch this series, on Friday 24-April 2020 at 5pm, we created a national online workout event…
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Creative & Art Direction: Alessia Murer
Photography: Chris Ramirez
Brand: One Playground (formerly Fitness Playground)
two
TEASER #1: AEROBICS
We did a sporadic shoot one day in a Surry Hills alleyway on the sole intention of lifting people’s spirits and showing that fitness can be fun.
But we had no idea it'd get Australia's attention to the extent it did.
So, we scrambled some outfits, found a videographer, got two of our top trainers, and made up a routine on the spot.
During the first take, I came up with my alter ego: Regina. And had Cynthia and Josehita by my side. As you can see, they had zero practice or knowledge of what was coming.
Had we of known it would go on national TV, we would have hustled better outfits…
Right
Photography: Chris Ramirez
Below
Creative & Art Direction: Alessia Murer
Videography: Cass Brothers Productions
Brand: One Playground
three
TEASER #2: THIRSTY THRUSTS
The first aerobics creative gained a lot of traction, and so did this next post.
Using one of our hero trainers, we continued the “Lift Your Mood” workout series with Josehita and his ‘Thirsty Thrusts’. All in the name of fitness! Prepare your eyes.
Creative & Art Direction: Alessia Murer
Videography: Cass Brothers Productions
Brand: One Playground
four
the today show
Then it all exploded from there. The TODAY Show picked us up, and featured us across the screens of Australia.
The feature happened the same day as our online workout event, where we worked to hold the “largest online fancy dress workout”. We had over 500 people register with less than a couple weeks of organising.
Creative & Art Direction: Alessia Murer
Videography: Cass Brothers Productions
Brand: One Playground
five
onto 2021…
Due to the success of the “Lift Your Mood” campaign, and as Covid-19 came back for another year, we decided to continue the legacy and create our next online virtual workout.
This time, it was a little different. The trio still returned, but this time as their alter ego’s.
Starting with Regina, uh, I mean Britney.
Creative & Art Direction: Alessia Murer
Photography & Videography: Chris Ramirez
Brand: One Playground
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teaser #2: mr motivator
After Britney’s debut, we then had Mr. Motivator. Who better to get people working out than the man of motivation himself?
Creative & Art Direction: Alessia Murer
Photography & Videography: Chris Ramirez
Brand: One Playground
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TEASER #3: TARZAN & JANE
And of course, ending it with a bang.
The one and only Tarzan took over our screens, so if Mr. Motivator couldn’t do it, then Tarzan sure could.
Creative & Art Direction: Alessia Murer
Photography & Videography: Chris Ramirez
Brand: One Playground
