FitFighter CEO Sarah Apgar and I worked together to showcase the FitFighter product while giving viewers insight into who she was, how military and fire service shaped her life, and what she hopes for the future of her company.
Knowing that Sarah sees FitFighter as something everyone can benefit from, I wanted to play with the visual language of fitness commercials and what we expect from a fitness product while also showcasing regular people giving it a try for the first time.
Mixing documentary moments with more stylized commercial moments allowed our editor to play with pacing in the edit and mix styles in a way that makes this piece feel like a short film.
Production Company: Bryght Young Things
Director of Photography: Gaul Porat
Edit: Rhys Stover