Strength class video
A promo ad for H.LAB's strength classes, built beat-for-beat to Stronger by Kanye West. Planned from a target audience brief, filmed in class, and edited word-by-word to the track in DaVinci Resolve.
Selling a Class in 30 Seconds
This ad had one job: get someone in Ballarat who's been thinking about a strength class to actually book one. Before anything was filmed, I worked through a planning sheet covering target audience, what they'd be looking for, and the exact wording most likely to land, so every line on screen answers a question a potential member is already asking.
Built on the Beat
The edit is cut to Stronger by Kanye West, with text landing word-by-word on the beat: challenging classes, top tier equipment, community favourite instructors, first class free. Each claim is backed by the footage under it, from packed classes to the instructors themselves, shown athletic and welcoming because community is the studio's whole pitch. As the track builds, the text drops away and the footage carries it, closing on the H.LAB logo.
Everything was filmed by me in-studio and edited in DaVinci Resolve, with the pacing, structure and copy all built from the planning brief.
Part of a Bigger System
This ad sits inside the wider H.LAB content strategy I run: launch campaign, merch drops, testimonials and class promos all sharing one visual identity. The equipment featured here even has its own video, with the studio's custom butterfly barbells getting a dedicated piece that's also on this site.
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