John Lewis – Fitness shoot

In January of this year (2013), I executive produced a short film for John Lewis about the ever pertinent New Year’s topic of fitness.  With only a very limited time frame to pull together the shoot, we worked with a small unit at Mind’s Eye to create a humorous and delicately shot short to demonstrate how we all start the New Year with the best of intentions to loose the gut just acquired over the Christmas break.  However, our protagonist is thwarted at every turn by the shoddy state of his sporting gear.

How long did it take you to recognise the soundtrack?

Here are a few images I managed to grab whilst on the one day shoot.

Here are a couple of links from the press:
Drum’s Ad of the Day (18th January 2013): http://www.thedrum.com/news/2013/01/18/ad-day-john-lewis-old-fitness-equipment

M&M Global: http://www.mandmglobal.com/news/22-01-13/john-lewis-launches-new-year-new-start-fitnes.aspx

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11 thoughts on “John Lewis – Fitness shoot

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