The production itself was a challenge, starting with the tight timeline from inquiry to delivery at the Anytime Fitness annual conference. We had a little over three weeks to assess the request, formulate creative and a budget, establish a crew to help us execute, coordinate with an Anytime Fitness gym owner and personnel within the video, and then of course shoot it, edit and deliver the project. We made it all come together with just hours to spare, delivering the final tweaks the morning of the big debut at conference. 

One of the things you will notice within this project is the use of visual effects to help sell this new technology and all the benefits it offers to both gym members and gym owners. But when we shot the footage, the app was not quite complete – so we didn’t have the final pages of a working app for our gym member to interact with. To solve this creative problem, we actually used a green screen images on the phone, watch, Evolt biometric scanner and computer screen. It was a careful process to use tracking markers so our VFX artist could easily take simulated images in post production and lay them within the open real estate on each screen. Once we wrapped production, the AF app developers finalized their work on the pages of the app and sent them to use to animate into the video.