The Client

Reebok Fitness is one of the most established names across the fitness industry. Since the creation of the Reebok Step in 1989, they have continued to drive the home fitness market forwards. Creating fitness and training equipment with the user always at the heart of design, they consistently empower and enable people to achieve their best fitness potential.

The Challenge

Having previously worked on Reebok’s cardio and fitness range video content, we were challenged to further broaden our involvement with the brand and focus on Reebok’s Yoga range. It was crucial that the video was inline with Reebok’s global direction for the Yoga category.

With this in mind, we created ‘Yoga Is’. A concept and brand led video that would challenge the status quo of yoga, and state that yoga is yours to define.

The video would portray the story of three athletes and their aspirational yoga experiences, communicating the individuality and spontaneity of the exercise.

The Result

To produce the ‘Yoga Is’ video, we created a detailed storyboard outlining the concept, the shoot structure and desired visuals. In order to ensure an efficient shoot, we also conducted research into wet weather plans and visited all locations.

A flexible crew profited from great locations such as Victoria Park, Camden Town, and the rooftops of Shoreditch, which providing the variety we needed to produce a video that was dynamic, non-conformist and progressive.

To further communicate the journey of the three athletes, a confident and inspirational voice over was written and a unique soundtrack was sourced.

All elements came together seamlessly to produce a video rich in emotive cinematography and innovative ideals that challenge the status quo of yoga.

“This was the forth project on which I have had the pleasure to work with the Brandwave team and, as always their planning and organisation was superb. Their unique concept and idea made this latest project the success we needed.

They were able to accomplish all facets of the project from initial ideas and concept through to location scouting, talent scouting, music sourcing, voice over coaching and sourcing; and script writing. It’s always a breeze working with the team as they are so willing to take on the required tasks in all areas. They are very easy to work with and their work ethic and dedication is outstanding.”

Christine Kenny