Virgin Active HEAT

Project Overview: To launch their new HEAT group training program, Virgin Active commissioned MMM to shoot video and photo collateral to promote this super intense product. Working together with Virgin Active’s internal creative team, we developed a concept which involved shooting athletes in action inside a working ironmongery, in and amongst the fire and sparks and molten metal. In addition to the digital assets we produced, we also photographed the athletes in studio to create poster images for use in gyms where this product is offered.

Services offered: Concept Development, Creative Direction, Content Production (Video and Stills), Post-Production, Commercial Photography, Talent Management.

Application: Digital, ATL, Print (SA & UK markets)

Talent deployment: Deon van Zyl (DOP), Tyrone Bradley (photographer), Cheryl Parker (makeup), Marieke Merts (stylist), Ewald Vorster (Production Director), Armand Swanepoel (Model), Mapule Ndhlovu (Model), Kevin Schnider (Video Assistant), Max Oosthuizen (Fire Marshall), Conrad Hicks (Location), Richard Vossgatter (Audio Mix & Master)

Client: Virgin Active SA // Amanda Alves (Creative Director), Jenny Glazier (Art Director), Alain Walker (Product Brand Manager)

Deliverables: 1 x 60sec Video // 3 x 30sec Videos // 60 x Photos