Les Mills' perfectly imperfect excercise
Motion Sickness and Good Oil's Tom Campbell battle the voice of doubt that creeps into everyday gymgoers' minds.
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Credits
powered by
- Agency Motion Sickness/Auckland
- Production Company Good Oil
- Director Tom Campbell
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Credits
powered by
- Agency Motion Sickness/Auckland
- Production Company Good Oil
- Director Tom Campbell
- Executive Creative Director Sam Stuchbury
- Creative Director Jordan Stent
- Creative Will MacDonald
- Head of Production Joseph McAlpine
- Producer Andy Mauger
- Creative. Freddy Riddiford
- Creative.. Jolin Lee
- Executive Producer Andrew McLean
- Producer Anna Stuart
- DP Max Walter
- Offline Editor Simon Price
- Colorist Fergus Rotherham
Credits
powered by
- Agency Motion Sickness/Auckland
- Production Company Good Oil
- Director Tom Campbell
- Executive Creative Director Sam Stuchbury
- Creative Director Jordan Stent
- Creative Will MacDonald
- Head of Production Joseph McAlpine
- Producer Andy Mauger
- Creative. Freddy Riddiford
- Creative.. Jolin Lee
- Executive Producer Andrew McLean
- Producer Anna Stuart
- DP Max Walter
- Offline Editor Simon Price
- Colorist Fergus Rotherham
As far as accents go, the New Zealand twang has to be one of the friendliest on the planet. That is, however, unless it's the nagging voice in the back of your mind...
For its latest campaign, Les Mills New Zealand has eschewed the gym-bods and lumpen flexers for a mantra - Be Imperfect - and an embracing of the missteps, dripping sweat, and grit that come with every fitness journey.
Developed in collaboration with creative agency Motion Sickness, the campaign's hero film from Good Oil's Tom Campbell sees the dulcet tones of musician Tom Scott put to use as opressive thoughts that nag at every non-natural-sportsperson's confidence.
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“We’ve all got it - that little voice in the back of our heads telling us we’re not good enough," explains Hilary Ngan Kee, Head Of Strategy at Motion Sickness. The critic that says you’re not doing it right or that you won’t fit in. That annoying little commentator that gets in the way of trying something new.
"Les Mills is the other voice - the one that tells you to raise the bar, even if it doesn’t have any weight on it. This new brand platform is about confidence and giving you the tools to be self-assured, live in the moment, and run your own race, free from judgement.
"That is where the new direction of Les Mills, and ‘Be Imperfect’, lies.”
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