Life Hub - 10 Year Campaign
Celebrating a decade of strength, community and growth.
Chris came to us with a strong creative concept for Life Hub’s 10-year campaign - which made it possible to execute the project on a tight turnaround. From there, our team took care of all the logistics: sourcing props, confirming outfits, organising talent, finding a studio that could accommodate a full set build, preparing detailed shot lists and run sheets - and yes, even tracking down the perfect licensed track for the final video.
Being a member of the Life Hub community myself, I already had a deep understanding of the space, the people and the workouts - which really helped bring the story to life authentically.
We produced four videos in total, including the hero campaign film, 30-second web banners for each gym, and a combined version for both locations.
The campaign was captured across three half-day shoots - at Life Hub Geelong, Life Hub Moorabbin and a Melbourne photography studio where coaches from both gyms came together for the final creative concept.
The Studio Concept
The studio shoot leaned into a 90s-inspired visual theme - contrasting the sterile, cold look of a white cyclorama against the warmth and energy of the gym footage. This represented how far fitness culture has evolved from the toxic “quick-fix” trends of the past.
We sourced authentic retro props - from matching leotards and an old TV to a classic vibration belt machine - all tied together with Life Hub’s modern brand colours and style.
Visually, the contrast between the two worlds was intentional:
Studio scenes were mostly locked-off tripod shots, creating a clean and composed look.
Gym scenes were captured handheld, adding movement, energy and realism.
Lighting also played a key role - bright, clinical whites in the studio vs. warm, moody tones in the gyms.
Subtle inspiration came from the film The Substance, which explored similar themes through light, tone and contrast.
The Gym Shoots
The Geelong and Moorabbin shoots focused on authentic movement and community energy. We carefully mapped out each exercise to avoid repetition and ensure every member featured naturally.
Shooting in dark, mirror-filled spaces was a challenge - both gyms had low lighting and reflective surfaces from wall to wall. We used a consistent lighting setup (key + back light) across both locations to create a cohesive visual tone, cutting unwanted downlights with cinefoil to maintain focus and contrast.
All featured talent were real Life Hub members - which made the content feel raw, genuine and full of the community’s signature energy.
The Result
Being able to collaborate on something so creative - and for a community I’m personally a part of - was an incredible experience.
The final campaign celebrated everything Life Hub stands for: real people, real progress, and a decade of doing things differently.