[ UPSTATE STUDIOS 2023 ]
Upstate Studios
LOCATION CAMPAIGN / 2023
DIRECTORPRODUCTIONLIFESTYLE
01 / LOGLINE
A location campaign for Upstate Studios, made to welcome each new studio into its neighbourhood as the brand expands.
02 / TREATMENT
This project was all about community and the feeling you get when you take an Upstate class. It was paramount that the workouts never looked too serious; unlike most fitness campaigns, nothing here is meant to intimidate. We layered in life outside of class to hero the community and carry that neighbourhood energy through every frame, working in tandem with Atler Melbourne on eye-catching animations that show off each location.
03 / FINAL CUT
Two hero location films and a vertical cut, built lean for targeted geo media buys and easy to repurpose as the brand grows. Two years on, these films still live on the Upstate home page, showcasing the energy and community Upstate is built on as founder Gail Asbell continues her well deserved expansion up the east coast.
