NordicTrack was about to launch their new Pro-Form line of home fitness machines, just in time for the holidays. These products were going to be debuting some exciting new features, like their new iFit technology that pairs with phones and tablets, as well as their new touch-screens and monitors. This campaign needed to reflect the revolutionary impact that these new products were offering customers.

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I understood that people don't generally like to work out, especially on treadmills and bikes, so it was important to portray the experience of using the Pro-Form machines as if the customer was being teleported to a stunning fitness dimension, where all of their hopes and dreams were attainable through this line of equipment.

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I directed the visual effects team to use panoramic photography to create the 360º world, so as the camera moved through space around the models and machines, the background would follow. The models were filmed at an extremely high frame rate, allowing for super-slow motion playback and time ramps for dramatic effect. I supervised the animators who created CGI versions of the Pro-Form equipment for hero shots as well as the motion graphics designers, creating and compositing all of the transitions and digital displays.

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This project was so successful, it led to a wonderful relationship with NordicTrack and Icon Fitness, where I had the privilege to continue producing inspiring fitness content for many years.