Co-Owners Carmela Lieras and Andy Clower, as well as trainer Mary Rocha, firmly believe in taking an “outside-the-box” approach to fitness and have designed programs that take advantage of their combined experience in the world of Athletic Training, Physical Therapy, Orthopedic Surgery, TRX Suspension Training, and Z Health Certification.
In crafting this video, we first sat down with Carmela and Andy and had a long conversation about what sort of message they wanted to project to potential customers. We looked at videos for other gyms, and we spent more time discussing the videos they didn’t like then the videos they did. One thing was clear, they were not looking for a over the top, no-pain-no-gain, drop-and-give-me-twenty, Michael Bay-ish video with a thumping, techo soundtrack.
Carmela emphasized the desire to address the programs and techniques they have developed that target the brain in ways that start you on a path to effectively managing your body and the way you care for it.
Once we understood the overall tone and energy Carmela and Andy wanted, we were invited to film a class in action, demonstrating the procedures unique to Fitness Evolved and how they were helping their clients achieve their individual goals.
We came back a week or so later to capture one on one interviews with Carmela and Andy to get them to talk about what they believe Fitness Evolved stands for and what they are doing differently to set them apart from the glut of corporate gyms scattered about the Bay Area.
We made one more trip to interview their clients directly. People who had experienced incredible transformations as a result of programs Carmela and Andy had designed for them. You never know what’s going to happen when you ask people to speak of the cuff, but the responses we captured by the clients of Fitness Evolved were moving and inspiring. One client in particular, Heather Headley, presented a story so powerful, it wound up as a stand alone video.
As the editing process was happening, we kept in close contact with Carmela and Andy, sharing edits and selects, to be sure we were hitting the beats they wanted. The whole point, after all, is to make a video that the client feels proud enough of to promote their business with!
Our friends at Eyes Closed Audio provided just the right music to bring everything together and make what we feel is a thought provoking look at an incredibly powerful and forward thinking gym that stands ready to help you be the best you possible. If you live in the San Francisco Bay Area, and are looking to make some lasting changes to your work out routine, we fully encourage you to check them out. It just may be the best decision you make this year! How’s that to jump start your resolution?