Burn 60 X FabFitFunTV
Scope
Role
Team
Michael LaBellarte, Producer
Overview
Problem
What do you do when a company with over 600,000 users asks you to become a content provider for their new home-workout streaming service? That’s a no brainer--you agree. Now, imagine they contact you twelve days before the launch… Do you still agree? Hell ya.
Challenge
Storyboard, film, and edit five at-home workout videos for the launch of FabFitFunTV that translates the essence of the Burn 60 experience to the home viewers in 12 days
Success
- Full Body Burn makes up 65% of Bootcamp category video plays and 10% overall on FFFTV.
- Approached by FFFTV to produce a second series of videos utilizing Jillian Michaels’ FabFitFun workout ball.
- Partnered with FFFTV to develop Burn 60 resistance bands and produce 6 more videos for FabFitFun's 2019 summer box.
Research
Viewer Avatar
Due to the project’s time constraints, we leveraged company knowledge to develop an avatar that would guide the development of our content. Lucky for us, FabFitFun’s target customer mirrored that of our own. The goal of this phase was to understand the setting in which the viewer would consume our workouts.
The critical decisions established during this phase were:
- To film 20-min workouts: Time is a viewer's most valuable asset. By offering shorter workouts, we believed we could increase the likelihood of a viewer selecting Burn 60 videos over the competition.
- To use minimal equipment: Unlike our studio experience, we have no idea what equipment the viewers have at their disposal. I decided that strength routines should use mostly body-weight and dumbbells.
- Offer Modifications: Personalization is key to a great group training experience. For every exercise or run, modifications are necessary to ensure that viewers at every fitness level can complete the workout.
SYNTHESIS
Experience Map
During our initial brainstorm, I used an experience map as a tool to develop a narrative structure for production. By using images from a Burn 60 class, I was able to guide the conversation to focus on answering the following questions:
- What camera angles would help develop a relationship between the viewer and trainer?
- What verbal requirements were needed?
- How could visuals on screen support trainer messaging?
This exercise was pivotal in developing a storyboard to communicate our vision to the director.
I synthesized our research and brainstorming insights by establishing three core design principles.
Create an Intimate Connection
The bond between the trainer and the client is supreme. We must simulate the interactions a client would experience in-class.
Train to All Levels
To support the trainer, we must design a visual communication system that is simple and scalable.
Engage, Educate and Entertain
Trainers should spend 80% of time coaching to the camera, communicate the “why” behind each interval, and make it fun!
IDEATION
Visual Design Storyboard
The visual system's core function is to communicate directional information to the viewer. Using the experience map, I pinpointed opportunities to implement visuals that aided in translating the Burn 60 class experience to video. To support the mission of efficiency, the design style is simple, clean, and bold. Because FabFitFun TV can be viewed on TV and mobile devices, I made sure the system possessed a high level of contrast and legibility.
Production
With our storyboards and workouts in hand, we met with the producer, Michael LaBellarte, and director, Simon Needham of Blue Eyed Pictures to discuss the films styling and production schedule.
Set Design
Our goal was to design a set that fit our modern brand aesthetic and supported our visual system. To create a high level of contrast, we built a large white backdrop. We also placed a red gel light above the treadmill to mimic our signature studio lighting.
Cut Sequence
In our meeting, I reiterated the three core design principles to the team: create an intimate connection, train to all levels, engage, educate, and entertain. These principles drove our decision to implement an A/B camera set-up. With the use of two cameras, we could create a cut-sequence structure that would satisfy our needs.
Choreographed Music
When it comes to boutique fitness, music is everything. I knew we needed to choreograph the music to our workouts for our videos to be successful. I chose to create a theme for each trainer and personally scored each run and floor segment with royalty-free music.
Solution
After a grueling 12-hour shoot and three days/nights bunkered up in a West Hollywood bungalow, we cut and shipped the Full Body Burn Series on time! This was my first experience in film, and I was blown away by Michael and his team’s sheer determination in those final hours–it was magic. Can’t wait to do it again!
