Broadcast-ready by design

This project represents Everyone Active’s first move into television advertising, shaped long before TV was formally on the table.

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Following the launch of You+, we identified the need to build wider awareness around a product that required explanation, reassurance and trust. Unlike a standard gym membership, You+ is a considered decision. Scale mattered, but so did control and credibility.

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Rather than defaulting to a traditional broadcast approach, we worked with Everyone Active to explore Sky AdSmart. This allowed activity to be targeted by contract area, tested locally and rolled out with reduced media risk.

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Earlier in the year, we had produced three separate campaign films for digital use. Although each campaign had its own creative treatment, we deliberately shot all three at broadcast quality, using consistent talent and wardrobe continuity throughout. One campaign used a Snorricam approach, another employed a dolly zoom to create momentum, and the third locked the camera to bodies and objects to reinforce routine.

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When the decision was made to trial TV, we already had the footage we needed.

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We edited a 30-second commercial using selected material from across the three campaigns, creating a film that felt intentional rather than assembled. Multiple scripts were tested across regions, with bespoke end cards referencing local centres.

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We managed the process end to end, including Clearcast approval. The campaign was delivered within six weeks and performed strongly enough to change how Everyone Active viewed television as a channel.

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This project reflects the value of long-term creative partnerships. By understanding where the client’s business was heading, not just the brief in front of us, we were able to create work that travelled further than originally planned.

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