FLG Values
Fitness and Lifestyle Group (FLG) are Asia Pacific’s largest group of corporately owned health and wellness clubs. It includes the brands Fitness First, Goodlife, Zap Fitness, Jetts NZ and Barry’s Bootcamp (Australia and Singapore). The Values project was an internal People & Culture promotion to present the expectations the 8000+ staff should have for how they are treated by the business. This was a post-Covid campaign to rebuild staff morale.
Task
Create a visual language and hero Video for an Employer Value Proposition campaign.
My various roles
- Concept ideation and presentation to senior stakeholders.
- Ongoing stakeholder engagement and communication.
- Directing of non-professional talent (staff) across multiple shoots and locations.
- Directing of voice-over talent.
- Briefing and working with a senior copywriter for script.
- Complete design and edit, including: colour grade, edit, motion graphics, sound edit and engineering, export for various channels.
- Creation of a product brand and extensions of iconography and styles.
The Brief
Required was: a video – 2.5 min – 3 min long, covering the company values, purpose, why we exist and what we strive to achieve.
Solution
The proposed solution was a doco style video aimed at presenting real staff and a real sense of FLG. The people, rather than the place, especially as the ‘place’ varied wildly across 8000+ staff across 3 countries.
We shot talking heads from a range of staff from across all aspects of the business and intercut this with b-roll of them in their different work environments. Into this we cut existing fitness footage, which obviously adds a lot of energy.
In the end this project was completed with multiple camera operators over multiple shoot dates and locations.
I directed some of the talking head shoots and briefed the interstate DOP for others (saved the cost and improved ROI).
The talent was non-professional so a strategy was implemented to help them feel comfortable and know what they needed to say without feeling stilted. Working with Fitness professionals made it very easy as they are mostly comfortable talking to an audience, which was great.
Stakeholder engagement
As I worked for the company the level of stakeholder engagement was less formal than when agency-side.
This allowed for much faster back-and-forth with face-to-face communication and also let us use a more organic approach to documentation. Rather than presentation decks I used Milanote, which let us share all manner or assets and let the stakeholders comment immediately.
The Milanote board is viewable here.
Clear communication and a great team
With a core team of myself and my manager as producer we worked with multiple camera operators / DOPs, the external voice over talent (through ABES online) and a copywriter. Extending this team were the 2 digital designers that worked to roll out the campaign across the various digital and print channels required.
While being able to hands-on deliver the creative myself did save time and communication issues, I did need to be very clear in what we needed from the DOPs, the talent and the team. Luckily I love working with people collaboratively and to be honest, some of the best shots came from on-set back and forth conversations and while I led this project the end result was made better through collaboration.
The proposed elements were fairly brand agnostic, adding a layer of energy and interest to the visuals. The choices of shapes offering the semiotic values alluding to strategy and planning, shared across sport and business
The high level of thought put into the launch and project lifecycle by the People & Culture team meant that this was a Hugh success.
The product brand I created and led a team to implement enable the project to stand out both online and in real life, across hundreds of workplaces.
This was an excellent project that proved to me you can deliver a high-impact video and campaign for a smaller budget and really deliver exceptional ROI for the business.