5 months ago
DW Fitness First's new campaign, created by Hatch, builds on a partnership with Twentieth Century Fox and Terminator: Dark Fate.
The 60-second TVC - shot by Hatch’s newly established core filming unit - was played out across Sky UK channels, aiming to encourage viewers to test themselves and get involved in the Dark Fate Challenge at DW Fitness First.
The Dark Fate Challenge - hosted at DW Fitness First from the 29th of August - is the ultimate test of speed, strength and stamina. Inspired by scenes from the new film, the challenge is made up of eight exercises - all showcased in the commercial created by Hatch London.
The film, which was released in cinemas across the UK on October 25th, stars Terminator originals Linda Hamilton and Arnold Schwarzenegger, as well as welcoming new cast members such as Black Mirror’s Mackenzie Davis.
The TVC also depicts the launch of DW’s Be Back to Fit Programmes in collaboration with Terminator: Dark Fate. Created with newer and less confident gym goers in mind, the five exclusive fitness programmes allow participants to choose what works best for them - whether that’s improving strength, improving fitness or burning fat.
What begins as a DW Fitness First commercial showcasing the Be Back To Fit Programmes, develops into a visually compelling brand collaboration: following the journey of the DW athletes, starting in the gym and making their way to the Dark Fate Challenge.
Parts of the official film trailer work as a powerful transition as the mood shifts and we are taken to an intense and dramatic dystopian setting. In this cinematic sequence that characterises and evokes the Terminator world, the athletes prepare to take on the Dark Fate Challenge. Prepared and focused, the athletes face the challenges ahead, demonstrating a terminator like strength, drive and determination.
The space - filmed in Wapping’s disused hydraulic power station - is dramatically lit with hints of red neon, representing both the DW brand as well as the aesthetic motif from the film.
Commenting on the project, Mark Gibson, managing director, at Hatch said: "Following on from the success of our recent film partnership project with Universal, we were thrilled to work on such an exciting commercial with DW and Twentieth Century Fox. The Terminator is such an iconic film series and we thoroughly enjoyed tapping in to its legacy to create one of our most ambitious commercials to date."
Advertiser: DW Fitness First
Creative Agency: Hatch London
Creative Director: Mark Harrison
Managing director: Mark Gibson
Lead creative: Ben Harvie
Producer: Imogen Lodewyke
Categories: Media and Entertainment, MoviesHatch London, 5 months ago