- BEHIND THE SCENES -​

​

In 2019, Royal City CrossFit needed compelling video content that would serve two purposes:

 

1. Engage their audience via Social Media Marketing, and

2. Alleviate new clients’ fears about “Macho Gym Culture”, showing Royal City CrossFit to be a friendly, effective, open fitness facility.

 

That’s when they brought in Burdock Creative Media to produce this content for them.

 

Talking with Craig, the gym owner, we decided to create two videos, each of which would focus on a current member who represented one of the gym’s most prominent demographics. For the men this tended to be between the ages of 40 & 60, for the women this represented new mothers and young professionals.

 

Bailey, a passionate member and a new mum herself, could talk about her reintroduction back into training post-pregnancy. She received lots of help from the coaching staff to customize workouts to fit her needs and abilities, making joining up and getting into shape more achievable and less intimidating. She was also able to speak to her strong sense of belonging and community with the other gym members and the lasting friendships that she’s made.

 

Matthew, another passionate member in his 50s, could speak to the powerful effect joining the gym has had on his health, helping him feel better and better even as he ages. Matthew speaks passionately about proper form being taught to new members, addressing a common concern around the potential of injury with unfamiliar workout movements.

 

 

 

​

In 2020, Royal City brought us in again to produce two more videos for them. These had a similar focus and approach, but highlighted a new 6-week fitness bootcamp the gym was starting to recruit for. The videos would be used with Facebook and Instagram advertising, and thus needed to be kept under 1 minute in length.

 

For these videos we wanted the bootcamp to sound challenging, but attainable. Logan and Angela were each able to speak to the difficulty of the bootcamp, while maintaining the excitement around the great results they saw in the 6 weeks.

 

​

​

 

- THE PRODUCTION -​

​

For all four videos we conducted interviews after-hours at the gym facility in order to ensure a quiet space for filming. We then attended a CrossFit or BootCamp class to capture our “b-roll” workout and facility footage.

​