CLASSPASS ANTHEM
Defining our photo style, capturing a proprietary image library, and shooting a 30-second video spot
Armed with learnings from our 2019 New Years campaign, the brand creative team was tasked with creating a comprehensive library of 100 still images that we could use in ad testing throughout the rest of the year, as well as shooting an anthemic, 30-second video spot to convey the experience of taking a class on ClassPass.
We chose to shoot classes at 7 fitness studios on ClassPass to capture the energy of being in class and continue to highlight variety as a core benefit of the platform (two key learnings from our New Years campaign).
While a shoot of this scope is always an all-hands-on-deck type of undertaking, my contributions as senior designer and art director were storyboarding and ideating around the script for the video spot, helping to develop the art direction for the stills library and ensuring it got executed at the shoot, and working closely with the director, photographer, and talent on set.
The end result was a 200+ image library that we relied upon for 9 months of asset creation across our website, app, email and event marketing, and social media advertising and a 30-second spot that was a high-energy encapsulation of the ClassPass brand.
Creative director: Greg Hathaway
Associate creative director: Tatiana Kuzmowycz
Senior Designers/Art Directors: Delaney Lundquist and Jane McDonough
Senior Videographer + B-cam Director: Alex Tellez
Photographer: Thomas Prior
Director: Emily Maye
Production: Very Rare
CLASSPASS IMAGE LIBRARY
ClassPass imagery is bold and vibrant and aims to capture the energy and intensity of class. We want to show the whole range of class experiences—from the sweaty exertion of the last deadlift to the satisfying exhale in a yoga stretch or the class reaction to an instructor’s corny joke. Our images welcome viewers of all fitness levels into the class experience.
30-SECOND VIDEO ANTHEM
This brand-focused spot aimed to show classes in a real way while following the arc of a warm-up, workout, cool-down class structure. With quick cuts that followed the pace of high-energy music we wanted to leave viewers feeling motivated and excited to get to class.
Video Storyboards
This slideshow shows back to back comparisons of the storyboards I drew and were used on set against the shots that were captured.
IMAGE LIBRARY IN USE
Some examples of ads and emails I designed with images from the shoot.
