CrossFit Digbeth

Client: Athlete Box
Project: CrossFit Digbeth

Slate and Mortar were commissioned by Athlete Box, a Birmingham-based gym in Digbeth, who were looking to produce a brand promotion video that highlighted their Cross-fit membership programme, with a short and snappy case study video to be used on their social media pages.

They already had a very keen and active clientele but were looking for a corporate video production company to produce a brand promotion film to expand their premises and grow their membership. Upon visiting the gym for an initial client meeting it was immediately evident what the gym’s brand values were and how the narrative for this film could be structured – quite simply, the sense of community at the gym was overwhelming and it was very clear how much each of the gym’s members loved coming here to train.

With a regional CrossFit competition scheduled to be hosted at the gym the following month, we put the date into our filming diary and began work on ideas for a creative treatment. We wanted the viewer to feel like they were experiencing a CrossFit session themselves, so the film needed to showcase the unique atmosphere that was felt when you walked into the gym. We decided to keep the camera work loose yet busy, opting for creative angles and keeping the framing interesting.

As well as filming the CrossFit competition, we spoke to a handful of members and got their take on the unique atmosphere felt at CrossFit Digbeth. The final brand promotion video went down a storm on social media and saw an unprecedented volume of shares and likes for the club, with new member uptake steadily increasing once the video was released.