F45 leverages All Blacks 2022 test match to launch Dan Carter + Richie McCaw stepping into one of their own in new film via ABEL AUNZ + EXIT

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F45 has partnered with Trans-Tasman creative consultancy, Abel and Exit Films to globally launch their newest members of the team – Dan Carter and Richie McCaw.


The two rugby legends join a long list of all star talent including Mark Wahlberg, David Beckham, Gunnar Peterson, Stephanie Rice and Morgan Mitchell. With the campaign inviting them in as the newest members of team, and throwing themselves into a workout alongside some or F45’s more seasoned regulars.

Says Simon Fowler, creative co-founder, Abel: “It’s been one of many great projects we’ve worked on with F45. Bringing Dan & Richie onboard during what’s arguably one of the most exciting times for the world of rugby is a fantastic way to unite our F45 communities around the sport. Also a great piece to launch our presence in NZ.”

Says Josh Garber, brand director, F45: “Richie and Dan’s illustrious rugby careers are nothing short of inspirational – they have proven themselves as leaders time and time again. We’re incredibly excited to have them bring these skills, as well as their commitment, drive and fun-loving personalities into our team training environment.”

The social campaign launched online last Saturday just hours before the All Blacks v Ireland test match. The film, directed by Greg Wood of Exit films, and voiced by Grant Nisbett, was shared across almost every franchise in the country.

Josh Garber – Brand Director
Brian Killingsworth – CMO

Nicole Jauncey – Creative, Co-Founder
Simon Fowler – Creative, Co-Founder
Phillip Robbie – Creative Partner

Production Company: Exit Films
Director – Greg Wood
EP – Declan Cahill
Producer – James Watson
Editor – Sam Brunette
Grade – Paul Jones
Sound Mix – Liquid Studios