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We built an exciting brand campaign off a fascinating insight about rhythmic spin.
Content Strategy
Film & Photography
Asset Creation
"It feels just like being in a club, only with a healthier high."
Popsicle is a rhythmic cycling studio that came to us looking to sharpen their brand tone and communication across all touch points. What we found in our research was that many cycling enthusiasts likened the experience of a rhythmic cycling class to going clubbing. Its allure: to move with reckless abandon.
This simple insight clarified what would become our guiding principle: We may be branding a spin studio but we're selling a nightclub.
Visual tone
Besides leaning into the nightclub aesthetics in our imagery, we wanted the visuals to drop viewers right into the middle of a cycling session. To experience and almost taste the exhilaration, exhaustion, and euphoria of a Popsicle ride. Our approach included the use of incidental framing and unorthodox perspectives to add a sense of rawness to the images. Colour contrasts and the use of the fast and slow shutter speeds to curate how motion is captured resulted in a bank of images that was dynamic and energetic.
Motivational Posts
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