Client :: iFit

Creative :: The original direction for these projects was simple - shoot the videos in one continuous take with a mic on the trainer and a cameraman following behind to film the workout, plus a few supporting drone shots and photos to add to the mix.  Since then the creative direction has evolved into a more elaborate storytelling approach that requires extensive drone, b-roll, other supporting content and photos to complement the main camera footage.  Each workout now feels like a mini movie in itself

Concept :: The concept for these projects is to film a series of predetermined workouts in iconic travel and cycling destinations around the world.  The workouts are similar to a studio class, but instead shot on location with the trainer leading you on rides or runs through beautiful roads and trails in the area.

Challenges :: We’re tasked with delivering a complete series of workouts under a tight timeline, so any major delay could potentially derail the entire project. We put a lot of emphasis on location scouting to find the best routes for each workout and build a daily plan for the shoot, knowing that we may have to quickly change directions if bad weather moves in or other issues come up, which can include camera failures, crashed drones, audio glitches, broken bikes and trainer meltdowns.  Every situation teaches you new ways to deal with setbacks and minimize risks for future problems, and we have a great crew that’s used to adapting to challenges on the fly and coming  up with creative solutions to problems as they happen.

Solution :: We were in Tuscany for the first week of this shoot, and had put together a plan that incorporated many of the iconic destinations in the region with a lot of driving and a tight shooting schedule.  At the last minute, the client added some extra workouts to the series, which made our already tight timeline even tighter.  But, the weather was good and we were able to get it done with effective time management and a great job by the crew staying focused through the long days.

The second week we were in Bormio, a classic cycling destination in the Italian Alps with several famous road climbs.  This time we had the opposite situation to work with - the rides were all fairly close to each other and our plan gave us more time to shoot the series, but the weather forecast was terrible with rain projected through most of the week. What should have been a more relaxed shoot was now also a race against time.  Luckily, the first two days were dry and we stacked up as many workouts as we could before the rain moved in, then spent the rest of the week picking off the remaining workouts in between breaks in the weather.