Who is Les Mills?

High-intensity GFX to inspire the next generation of fitness enthusiasts.

Client Les Mills
Year 2022
Role Motion Design
Friends M&C Saatchi, Les Mills

Challenge — Capture the energy of Les Mills in a highly adaptable motion treatment.

The Challenge

Introduce a new and innovative approach to motion design, to enhance M&C Saatchi’s WHO IS LES MILLS concept for its first primary sales campaign.

The Solution

Motion with structure

WHO IS LES MILLS is a playful and compelling expression of Les Mills’ ability to deliver world-class workouts to anybody, anytime, anywhere.

As the largest campaign the company has launched to date – spanning multiple continents, languages, formats and audiences; a structured approach and consistent application of motion elements was necessary to provide cohesion.

Activating primarily across YouTube, Facebook, and Instagram, the campaign was supported by a mix of GFX and motion frames I developed, for use across 4 bespoke storylines of 15-second and 6-second edits, with iterations for both consideration and conversion layers.

In total over 100 GFX titles and 20 end cards were developed for use in the campaign; and the motion treatment remains a core component of Les Mills creative execution, more than a year on since launch.