
Arcadia Max™ - REP FITNESS
September 2024
Film

Overview
This is the new product release of the Arcadia Max™ for the company REP Fitness. With so many premium details packed into the machine, we had to be deliberate about what we showed, how we showed it, and how to keep it engaging without overwhelming the viewer. On top of that, we had a limited-edition version of the Arcadia Max™, capped at just 50 units, which needed a unique creative treatment to communicate exclusivity and scarcity.
For the limited-edition unit, we introduced specialty lighting, unique color grading, and motion graphics that subtly hinted at rarity taking inspo from a universe a long time ago in a galaxy far, far away :)
Thought Process
We developed a mix of reels and ads to reach viewers across different stages of awareness—from those seeing the Arcadia Max™ for the first time to more informed buyers looking for specific feature callouts. Some leaned heavily into the tactile experience, highlighting how the machine feels to use, while others emphasized the visual identity and space presence it brings to a home gym. Throughout all of them, we maintained a consistent aesthetic. sharp lighting, smooth transitions, and a focus on movement to reinforce the Arcadia Max™ as a best-in-class functional trainer that’s as refined in design as it is in performance.
Credits:
Creative Direction: Me
DP: Jon Cudi
Editor: Me
Model: Jon, Natalie, Michael
Movement Coach: Adam Brandt
Producer: Geoff Worcester