Project Details
Overcoming "The Bonk"
The Hero
Beginners want to feel strong and confident, but often get discouraged when they compare themselves to others further along their fitness journey.
The Guide
We wanted to position CrossFit as the go-to for supporting the Hero, with inspiring coaches who push athletes to believe in themselves and get past the wall (or "the bonk").
In these two spots, I edited the story of women on the verge of giving up, comparing themselves to those further along in their fitness journeys. I also weaved in visual effects and motion graphics that highlighted their breakthroughs. Each video shows the power of encouragement and perseverance at the most critical moment.
The Change
The spots inspire viewers to see themselves not as outsiders, but as athletes in the making. By showing relatable struggles and triumphs, the campaign empowers beginners to keep moving, proving that with CrossFit, progress is always possible.
Client
CrossFit
role(S)
Production
Companies
Gallery
