Like a lot of Australian businesses, KĀYA Health Clubs closed their doors for a large chunk of the last 18 months. In turn, its members were then shut off from the collective enjoyment and endorphins gained from working out and growing stronger together. It was this sentiment that KĀYA wanted to capture – the acknowledgement of what we’d been through together and the anticipation of what we can look forward to again.
For director Jarred Osborn and director of photography Levin Mundinger, the idea was simple – create a collected feeling. One of acknowledgement and celebration.
Undercut with a sense of passion and celebration, we wanted to produce shared moments that felt incredibly real.
We made the conscious choice with the project not to join other brands in glamourising the fitness industry as a membership grab that played into the
insecurities brought on by a lockdown lifestyle. Instead, we sought to revel in the genuine sense of connection that KĀYA Health Clubs offer, and celebrate our imminent reunion. We wanted to show folks that being in good company is more important than looking a certain way, and for that we’re proud to have delivered this campaign.
Client—KAYA Health Clubs · Creative Director—Jarred Osborn · Production Company—Wildebeest · Director—Jarred Osborn · Executive Producer—Josie Baynes · DOP—Levin Mundinger · James Lee (Wildebeest) · Colourist—Nick Hower (Postlab)