AUCKLAND, Today: Les Mills – which does creative in-house – has joined forces with international sports and celebrity photographer Carlos Serrao to create its latest brand campaign, Feel It All.
Serrao has worked with Nike, Adidas, Puma, Reebok, Converse, Visa and Sony, as well as with sports and entertainment figures Michael Jordan, Jack Nicholson, Margot Robbie, Serena Williams, Roger Federer and Cristiano Ronaldo.
The campaign launched internationally earlier this month, and will be released in stages throughout New Zealand.
“Working with Carlos has long been an ambition of ours,” says Les Mills’ Auckland-based global marketing director Julian Smith. “He is an artist and creator and always brings a new approach to his photography. His work always captures great emotion and feeling, so Feel it All was a natural fit.”
“I had a fantastic and fun time working with the Les Mills team,” Serrao says. “I found the shoot very collaborative, decisive, and had a real positive vibe on set.”
“Photography took place in LA, and involved a purpose-built set and a cast of Les Mills instructors and trainers.”
The campaign was conceived to capture the full Les Mills experience, from the emotional to the physical, says Smith. “We created Feel it All to convey the idea that Les Mills has a programme for everyone to fall in love with.”
Les Mills creative director Dan Fantl said: “The idea is built on all of the ingredients that go into what we do – the power of the group, the science, the instruction, the experience, the art and, of course, the music. They evoke every emotion and trigger all the senses.”
Photography for Feel It All took place in Los Angeles in March this year, and involved a purpose-built set and a cast of Les Mills instructors and trainers.
Some 40 instructors and talent flew in from around the world to cover off the 90 moves featured in the collection of images. Serrao shot them in a studio in Los Angeles, he is based.
To create variation, he pre-shot a number of landscapes and textures which were then projected on three large LED screens to showcase each exercise programme, with the presenters having to perfectly coordinate their movements within the confines of the set structure.
“Creatively capturing different feelings across our programmes and then across 90 moves is not easy,” says Smith. “Also, trying to get multiple people in one frame hitting their moves and expressions took time and craft. It’s a testament to Carlos’ talent that he brought it all together so brilliantly.”
CREDITS
Creative: Les Mills
Photographer: Carlos Serrao
Creative Director: Dan Fantl
Global Marketing Director: Julian Smith
Art Director: Ash Prier
Copywriter: Dunc Blair
Set designer: Nick Tortorici
Creative Producer: Jess Huynh
Photo Producer: Amy Ground
Producer Assist: Sian Morgan
Stylist: Daisy Uffindell
1st AD: Peter Maestrey
Hair: Julie Figueroa
Makeup: Nicole Bushnell
Les Mills Partnership lead: Sophie Hall
Reebok Partnership lead: Rachael Yellin
Retouching: Rare Digital, New York
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