'Igniting Greatness' was the name of a campaign we worked on with UFIT to provide an all-encompassing video content launch for their brand.

This video spearheaded the campaign, which consisted of client success stories ("Celebrating Greatness" series), promotional content and a large variety of b-rolls captured across their many locations in Singapore.

We worked with the marketing team at UFIT to come up with a script that didn't just focus on succes; but the grit and determination needed to achieve it too. While we didn't work with a concrete story board, at each location we had a rough shot list and focused narrative to guide us with what we captured.

Try > Struggle > Overcome

This gave us access to a large library of shots when we were in the cutting room. The reason we chose to approach the video in this way is because all of the people featured in this video are either trainers or members of UFIT. And while they were all very cooperative and a pleasure to work with,

it's not always realistic to expect someone with no experience in acting to be able to do multiple takes, or take specific directions.

So, for the most part, we just followed along to what a typical training session might look like for everybody who was featured. The weights are real, the emotion is genuine and the locations, trainers and services were actually provided by UFIT.

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Using the plethora of footage available, we cut it down into key moments + narratives, layed that in with the voiceover and then paced it out with music & SFX.

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Included in this launch was the creation of a small library of motion assets, as well as the educating/training of their existing marketing + content team on how to bring forward the visual language established in this series of videos.

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