USN makes high quality world-class nutritional supplements for optimised heath and sports performance for both athletes and 'prosumer' customers. With their new campaign focusing on celebrating, showcasing and encouraging people to push themselves, Be The Fox was tasked to convey their message that ‘Greatness’ comes from ‘Inside’.
Capturing the real and the hard graft while shooting with top athletes such as Olympic GB Sprinter Harry Aikines-Aryeetey, Pro Super Feather-Weight Boxer Zelfa Barrett and Yoga Instructor, Influencer and Personal Trainer Emily Mouskides, was key to elevate and create a film that could connect with the audience. Shooting in real gyms, studios and locations, and using existing light with small additional lighting, we created spaces which were striking, bringing drama and focus to our ‘hero’ athletes and their journey.
With close ups of our athletes during their intense actions, e.g. catching their breath, and showing their hands, scares, eyes and sweat, we created a sense of intimacy, bringing us closer and giving us a glimpse of their mindset. To see what’s ‘Inside’ as just as important as what we see on the outside and the natural human journey to better health created a greater connection to the athletes, as no matter what disciplines of training and sport you are in, the shiny end result requires hard work and dedication for everyone.
To manifest USN as part of everyday life and journey of our athletes, we focused on how each of our athletes uses USN’s products in their own personal journey; pre, during, and post workout.
All of our shots included an element of movement to carry our athletes' energy through the film and be felt by our audience in an exciting and electric way. We created this by shooting handheld and on skates using the dynamic movements of being on (8) wheels to our advantage. The handheld filming also created a sense of being at eye level with the athletes and made the journey to ‘Greatness’ more realistic. We combined this with slow-mo close up shots to play around with the sensation of interior and exterior and to emphasise the physical and mental experience of our athletes.