Keeping fit. For some people it shouts ‘leotards, leggings and logging on to share your latest PB on Facebook’, which can be off-putting. But there is an easier way to get active…
That was the idea behind our latest TV-led campaign for Northern Ireland’s Public Health Authority, by creative team, Colin and Vinnie; helping ordinary people realise that they can easily get a bit more active, one step at a time.
Piggybacking on the growing popularity of pedometer apps and Fitbit step counters, our concept follows a woman through her day, literally showing just how quickly her steps all add up as she moves about.
Sounds simple on paper, but the actual shoot was a real challenge of technical editing, SFX and scene changes, with a number of clever visual transitions required to keep the lead actor’s step journey flowing smoothly throughout.
Yet working hard over two days and four locations with talented director Oscar Sansom (from production firm Forest of Black), ace steadicam operator Tom English and CGI master, Pete Fullerton, we managed to pull it off.
The result is a really memorable piece of film that will reach out to everyone with the message that clocking up your daily steps is great for your health and well-being – and you don’t need to be an athlete to do it!
The TV ad is launching in early June with print, outdoor and online activity rolling out in its wake. But for now here’s hoping it’s a big step towards a healthier Northern Ireland.
PS. Wondering what that catchy track on the ad is? Check out ‘The Paper Trench’ by Glasgow band Admiral Fallow.