Les Mills and Adidas capture movement in motion in latest campaign via The Bakery Collective
The Bakery Collective and Les Mills recently collaborated to launch the latest SS26 adidas Training range – celebrating adidas as Les Mills’ official brand and apparel partner and showcasing four key products: the Rapidmove Pro, Dropset 4, Optime woman’s bra and leggings and the All Me yoga range. Each product is uniquely paired with a Les Mills workout, from the iconic BODYPUMP™ to the high-intensity hero LES MILLS GRIT™.
This campaign brings together movement and function. Performance training gear designed to move with the athlete. The Dropset 4 pairs seamlessly with the stability and strength focus of the BODYPUMP™ workout, while the Rapidmove Pro is built for the explosive, dynamic movements of LES MILLS GRIT™. The ultimate combination for peak performance.
Says Steve Baker of The Bakery Collective: “For us this was about capturing the essence of the classes through a documentarian lens. We wanted it to feel like we were there with them and emphasis not only how the apparel performs but also capture the highs of that workout experience, including those euphoric moments of self-improvement.
“We threw out the typical route of shot-by-shot storyboarding and worked closely with the Les Mills International team to create customised workouts that we could run several times throughout the day to capture the authenticity and rawness of a real Les Mills class. For me it was important to show the sweat, the community, and most importantly the new range in its natural environment as it was designed for.”
Says Jessica Huynh, Global Creative Director at Les Mills International: “We’re in the business of motivation, movement and results. As a brand, it’s important for us to show up in a way that feels authentic and aspirational. Featuring real Les Mills instructors alongside members from our gyms was essential as people sit at the heart of everything we do, and that energy drives our community.
“The focus of the campaign was simple: people genuinely training. Sweating, pushing and moving as they would in a Les Mills workout – while the Adidas product quietly does what it’s designed to do: perform. Creatively, we stripped things back to let the honesty of the workout breathe.
“Steve Baker is a director who really understands movement and the DNA of what we do. He has a natural ability to capture workouts in a way that feels true to the experience and did a great job at bringing this one to life.
“I’d seen some of Theo McInnes’ work, his photography style and approach has a raw honesty that felt so aligned with our direction. We kept it simple with him: no shot list, just ran the workouts start to finish and let the energy unfold while he reacted and hunted for those genuine, unscripted moments.”
Production Company: The Bakery Collective
Director: Steve Baker
Executive Producer: Nikita Kearsley
DOP: Alex Glucina
Gaffer: Marcus Upton
Key Grip: Tommy Davis
Photographer: Theo McInnes
Colourist: Max Ferguson-Hook
Online Editor: Kyle Stoffberg
Music Licencing: Aesium Music House
Sound Post & Audio Mix: Peter Murray
Client: Les Mills International:
Chief Creative Officer: Jackie Mills
Head of Product Innovation: Les Mills Jnr
Senior Global Brand Partnerships: Sam McKenna
Global Creative Director: Jessica Huynh
Design Manager: Bella Harvey
Senior Global Brand Partnerships: Sophie Hall
Technical Consultant: Rob Lee
Technical Consultant: Summer Bradley
Global Social Media Manager: Zoe Ballantyne
Music Specialist: Elliot de Lautour
Aesium Music House Studio Manager: Dannielle Lally
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