Our team has had the pleasure of working with international fitness brand 9Round for a couple years now, capturing video for a few of the great events they put on every year. We love working with this brand. So we were very excited when they approached us about partnering with them to develop their social media content for 2018.

This would be much different from our previous work with them. Whereas in the past, we mostly worked to capture and document, we would now be responsible for concepting and building shots to create highly-produced, fast-paced, succinct vignettes that communicated the their values, aesthetic, mission, and experience in quick snapshots.

9Round’s mission statement is “Stronger in 30 minutes, physically and mentally.” Typically, when a brand trusts us to partner with them to communicate their mission to the world, we think it’s important to experience what they’re doing full-on. So yeah… that meant doing a workout (and eventually to full-out joining a 9Round gym). The workout and the atmosphere in a 9Round is absolutely incredible. I’m not just gushing when I say it’s like nothing else. The 9Round workout is intense, fun, and fast-paced. But when you walk into a gym, you have the impossible experience of both feeling like you’re part of a community, and feeling like you’re the only person in the world for that 30 minutes.

We wanted to model this experience visually, which meant creating shots at each station with individuals who were well lit, so as not to seem too dark, intimidating, or uninviting, but at the same time, eliminating the world around them, so that it feels like they are in the zone, with all the world, their worries, job, stress, all tuned out. We then continued to “zoom out” adding in other 9Rounders or trainers, so as to show the full experience of a gym.

The final product was some 50 social media videos for use across all their platforms which show how 9Round is physically and mentally empowering.

Using the assets we created for social media content and ads, 9Round’s social media team ran a four-month campaign, and in that time saw 4,261 incremental new members and a 600% ROI.