Experience the Energy: Les Mills’ Latest Campaign Captures Raw Fitness for their new GRIT Campaign

Les Mills recently conducted an exciting studio photoshoot and video campaign in New Zealand, capturing the essence of their high-intensity fitness programs. The brand searched for a leading male role, an elite fitness model over 185 cm tall with dark skin and a highly explosive sporting background. Aerobic fitness was a key requirement, as the chosen athlete Nic needed to perform rigorous exercises like burpees, jumping knees, and jumping jacks repeatedly on set.

About This

Campaign

The director aimed to portray authentic expressions of exhaustion, so the exercises were performed just minutes before filming. This approach ensured that the fatigue and determination visible on Nic’s face were genuine, capturing the true intensity of Les Mills’ workouts. By pushing Nic to his limits right before the camera rolled, we could depict the raw, unfiltered exertion that epitomises the Les Mills experience, resonating deeply with fitness enthusiasts who seek real, impactful workouts.

The two-day shoot was initially planned to capture the high-energy studio sessions. Still, the project was extended by two more days to include scenic executions around the beautiful New Zealand countryside. This extension allowed us to blend vigorous indoor workouts with breathtaking outdoor vistas, perfectly encapsulating the brand’s dynamic and energetic spirit. Filming amidst New Zealand’s stunning landscapes added a fresh and invigorating dimension to the campaign, highlighting the intensity of the workouts and the serene environments where fitness can thrive. This combination of authentic effort and picturesque settings showcased the holistic approach of Les Mills, marrying intense physical exertion with the beauty of nature.

Overview

Les Mills, a globally renowned fitness brand from New Zealand, is celebrated for its innovative and scientifically backed group fitness programs. Offering a variety of workouts, including BODY PUMP, BODY COMBAT, and RPM, Les Mills’ classes are available in gyms worldwide and through digital platforms. The brand is dedicated to inspiring people to lead healthier lives by providing high-energy, choreographed classes that blend music and movement seamlessly.

Talent Selection

The director aimed to portray authentic expressions of exhaustion, so the exercises were performed just minutes before filming. This approach ensured that the fatigue and determination visible on Nic’s face were genuine, capturing the true intensity of Les Mills’ workouts. Nic was hand-selected from a talent base of 250 models for his specific look and athleticism, making him the ideal choice to represent the brand. By pushing Nic to his limits right before the camera rolled, we could depict the raw, unfiltered exertion that epitomises the Les Mills experience, resonating deeply with fitness enthusiasts who seek real, impactful workouts.

The initial two-day shoot was designed to capture the high-energy studio sessions. Still, the project was extended by an additional two days to include scenic executions around the beautiful New Zealand countryside. This extension allowed us to blend vigorous indoor workouts with breathtaking outdoor vistas, perfectly encapsulating the brand’s dynamic and energetic spirit. Filming amidst New Zealand’s stunning landscapes added a fresh and invigorating dimension to the campaign, highlighting not only the intensity of the workouts but also the serene environments where fitness can thrive. Collaborating with top fitness professionals, Les Mills continuously evolves its offerings to ensure cutting-edge, effective workouts suitable for all fitness levels. This latest campaign not only showcases their commitment to excellence but also further enhances the appeal of their world-class fitness programs, demonstrating their dedication to both innovation and authenticity in the fitness industry.

Nicholas jumping with with barbell

Nic

  • Melbourne
  • Male

Interests

Athletics, Futsal, Gymnasium +6

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Its a Wrap

For group fitness enthusiasts, this campaign serves as a powerful reminder of the dedication and intensity that define Les Mills. The brand’s ability to consistently deliver innovative, effective workouts is vividly brought to life through this visually stunning and physically demanding campaign.

Our project was a success thanks to the fantastic talent we hired. They were skilled, professional, and easy to work with. Highly recommend