Client: Les Mills

Brief Overview: I was the creative director for Les Mills first campaign showcasing Mental Health Awareness on socials. Aligned with the 5 ways to well-being from the Mental Health Foundation. I was able to drive creative strategy by presenting Les Mills authentically as a brand during this important week.

The Challenge

Client's Needs: We needed to create engaging content that resonated with our target audience across 5 days. I decided to drive a multimedia approach including video, photography and audience engagement.

My Role

Contribution: I filmed, directed, edited and animated all of the content we captured across the week. This was an extremely rewarding project to work on, as I was able to meet with trainers and educators within the company and share their stories.

Day 1 | Connect

A video created for Instagram that demonstrates a workout that you can do with a partner! Whether that’s with a friend, partner, relative–this workout can be done to connect with someone.

I art directed, filmed, set up lighting, edited and was responsible for over-seeing production of this shoot.

For set dressing I decided to go with indoor plants, and natural looking window light, creating a sense of calmness.

Day 2 | Keep Learning with PT interviews

We engaged the community with an Instagram carousel featuring interviews with Les Mills Personal Trainers about continuous learning and its role in mental well-being.

Day 3 | Take Notice

In collaboration with Yogini Nimita, I created a short video promoting mindfulness through walking meditation. This piece was really about translating abstract concepts into engaging visuals.

Day 4 | Be Active

A series of photographs was taken inspired by yoga. This served as a reminder that being active can look different for everyone, depending on how your individual body feels daily. It’s purpose was to serve as a reminder that mental wellness is also about listening to what both your body and mind need at certain points in time.

Day 5 | Give | Community engagement activation

To kick off Mental Health Awareness week, I engaged our audience with Instagram stories, sparking conversations about giving time to others.

I later animated their responses at the end of the week, encouraging our audience to think about how they might spend time with those important to them the coming week.