GoodGym – Workout for a reason. Workout for the future.
Grade, titles and sound mix on GoodGym’s first TV ad
A community made the ad. We finished it.
Working with GoodGym, Blonde graded, titled and sound-mixed their first TV ad, a 30-second film made almost entirely by the volunteers it stars. It went on to win the Grand Prix of Sky’s Zero Footprint Fund and launched on Sky TV.
The brief
GoodGym is a charity that gets people running, digging and helping out in their communities. They had never made a TV ad before. They had a rough cut, a cleared music track and three lines of text.
Their ask was simple: grade it, add the titles and logo, and make the sound friendlier and more organic. The grade had to move from grey and concrete to green and thriving.
The footage
The footage came from the GoodGym community. A photographer from the running community, Pete Elliott, shot it in East London, with volunteers turning up for the whole weekend, a community centre as a base and borrowed kit.
It looks like what it is: real people doing real things for the places they live. Our job was to leave that alone and help it land.
The grade
The film starts in the city and ends in the park. We built the grade around that shift: the first shots are cool and grey, with concrete and flat light, and the picture warms and fills with colour as the volunteers get to work, until the final shot is as green as it can be.
The titles
Three lines and a logo, in GoodGym’s own typeface, Barlow: “Workout for a reason. Workout for the future.” Then the logo and “Join a session near you.”
The sound
The cut came with music and not much else, so we layered in incidental sound, such as footsteps, digging and breath, to make it feel friendly and organic. At the top there is distant city noise, with sirens, to put you in the grey. By the end it is wind, birdsong and insects, so you can hear the change as well as see it.
Looked absolutely banging on big screen. … Sounded excellent as well.
Ivo Gormley, Founder and CEO, GoodGym
Delivery
With Sky’s Zero Footprint Fund covering the airtime, we delivered the finished film straight to Sky for broadcast.
The result
The finished film was GoodGym’s entry for Sky’s Zero Footprint Fund, and it won the Grand Prix, worth £700,000 in media value. It launched on Sky TV, with GoodGym planning to expand into 20 new areas.
Credits
Client: GoodGym
Footage: Pete Elliott and the GoodGym community
Grade, titles and sound mix: Blonde
