BOXROX Studios brings Jen Beattie’s story to screen
The campaign was created by BOXROX Studios, the specialist global fitness production division of BOXROX, on behalf of home fitness brand RITFIT Sports.
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A fitness campaign for Pink October featuring former professional footballer Jen Beattie MBE is being broadcast in the US.
The campaign was created by BOXROX Studios, the specialist global fitness production division of BOXROX, on behalf of home fitness brand RITFIT Sports.
It tells Beattie’s story of strength building following her breast cancer diagnosis and treatment, alongside her training and fitness programme after professional football. Beattie, whose career included Arsenal, Manchester City, Bay FC and the Scotland national team now works as a CBS Sports pundit.
Beattie said: ”I am so proud to be a part of RITFIT’s Pink October campaign and support their incredible work with the Breast Cancer Research Foundation. I was diagnosed with breast cancer aged 29. It was the scariest time of my life. Exercise became my complete escape from stress.It’s not about lifting the heaviest weights. It’s about feeling strong throughout the entire day.”
RITFIT Sports Brand and Marketing Lead Angeline Praseito added: “Breast Cancer Awareness Month is about more than a colour. It's about the women who keep training, keep working, and keep living their lives. Jen's story is one of them. This October, we're asking people to talk about breast health, share this film with someone who needs it, and keep the conversation going with #StrongInEveryWay and #StrongForHer.”
Credits
View on- Agency WNDR Creative
- Production Company BOXROX Studios
- Director Greg Adams
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Credits
View on- Agency WNDR Creative
- Production Company BOXROX Studios
- Director Greg Adams
- DP (Scotland) Jamie Brown Films
- Post Production Elefant Rock
- Creative Director Scott Daniels
- Producer Ilgin Drahor
- Executive Producer Jo Taylor
- Editor Sarka Novakova
- Talent Jen Beattie
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency WNDR Creative
- Production Company BOXROX Studios
- Director Greg Adams
- DP (Scotland) Jamie Brown Films
- Post Production Elefant Rock
- Creative Director Scott Daniels
- Producer Ilgin Drahor
- Executive Producer Jo Taylor
- Editor Sarka Novakova
- Talent Jen Beattie
BOXROX Studios developed the campaign with the leading US home fitness equipment brand RITFIT through its network of over 200 fitness contributors worldwide.
BOXROX Managing Director Greg Adams said: “We developed the creatives shot in New York and Glasgow for this powerful story highlighting Jen’s fitness journey with the guidance of our editorial team and health experts. We focused on the power and mental and physical benefits of strength and exercise on recovery after breast cancer.Research has consistently shown how strength training is linked with improved long term health including a lower risk of breast cancer.
Our team lives and breathes the fitness world. We train at home and in gyms, compete at events, test the products and speak to athletes every day. BOXROX Studios allows us to take that expertise and put it directly into the creative and production process for brands.”
BOXROX Studios operates across the fitness, sport and performance sectors. Building on more than a decade of experience covering the global fitness industry, the studio combines a production team led by Adams, former Director of Video at Hearst UK across titles including Men’s Health, Women’s Health and Runner’s World, with BOXROX’s international network of more than 200 athletes, coaches, trainers and fitness contributors.
Launched this summer, BOXROX Studios has already delivered projects around the world, working with brands including PUMA, RITFIT, TYR, REP Fitness and Major Fitness.
The Jen Beattie campaign follows another RITFIT production completed the previous month, featuring 10-time Adaptive CrossFit Games champion Tom Miazga. The project included a complete home gym transformation and an athlete-led film exploring Miazga’s fitness journey, achievements and experiences as an adaptive athlete.
Other early BOXROX Studios projects have ranged from major international sporting events to athlete-led brand campaigns and storytelling.
