Shot across two weeks with real trainers in Milan.


These exist largely as conversion tools; ways of selling product at a detail level. Added to that, it was backed by the kind of strategy that was really only about consumer buying needs. After about 50 interviews we learned that Trainers cared about Fit, Features and Fabric. Not exactly groundbreaking.

But really that finding is an invite into something very human. Those are all such visceral things; all about touch and feeling and movement.

By showing those imaginatively, creatively and honestly, hopefully, we could engage an audience with the elevation they deserve.