Snap Fitness Osborne Park – Creating Video Content for a Gym Marketing Campaign
For Snap Fitness Osborne Park, the goal was to create a series of videos that helped showcase the gym, communicate what makes it different and encourage new members to come in to take a tour or sign up.
The project was filmed at the Osborne Park location, with the client handling the initial planning and talent. From there, we worked with them on the day to shape the messaging, direct and guide talent and capture the footage needed to create a range of marketing assets.
Creating Variety During Filming
With a gym environment, the people using the space are just as important as the equipment and facilities.
One of our priorities during filming was making sure the footage didn't continually centre around the same person. Particularly in scenes involving larger groups, we wanted different people to become the main visual focus at different points.
That meant directing individuals within each scene, changing who was doing what where and making sure we captured enough options to give the edit visual variety.
Scenes involving six or more people can also take more time than people realise. Each person needs to know where they need to be and what they're doing. Often, scenes need two or three takes to get everything working together.
Our role was to keep those scenes moving while making sure we captured footage that would actually work in the final edits.
From One Shoot to Three Videos
The final project delivered three videos, each with a different purpose:
1 × 60-second gym tour video - created for the client’s website, giving prospective members an overview of the gym and what they can expect when they visit.
2 × 30-second advertising videos - designed for social media advertising. Rather than trying to fit the entire gym experience into 30 seconds, these focused on selecting the strongest footage and key messages to quickly capture attention while people are scrolling.
And we delivered some of the videos in multiple formats - like 9×16 and 1×1 so that the client could use them across various platforms without having visual/formatting issues.
Now the client has - a longer video which provides a more complete introduction to the gym, and shorter ads which focus on quickly communicating the strongest points for people scrolling through social media.
Together, the three videos give the client different ways to communicate with potential members depending on where the content is being used.
Working With the Client
The client handled much of the planning and talent for this project, with a number of decisions intentionally left until filming.
While we generally prefer to establish as much as possible before the cameras are turned on, client-led productions often require more decisions to be made on the day.
Our role was to work within that approach - understanding the key messages and points of difference, helping direct the talent, advising where needed and adapting when things changed.
That experience is particularly useful when filming in an active environment like a gym, where people, timing and activity can change quickly.
Continuing the Work
This was our second project with Snap Fitness Osborne Park, and we're currently working with the client on video updates for other locations.
The project is a good example of how one filming day can produce different types of marketing video, with each asset designed around a specific purpose — from giving potential members a fuller introduction to the gym through to shorter advertising content designed to communicate quickly.
If you're looking at creating video content for your business, get in touch with GINGERBEARD Media to discuss your next project.
