Sometimes, briefs are incredibly direct. Those can be the best moments, at least when you have a brand that understands there’s magic in speed. That was this brief. So let’s start with our prompts… “How can we bring people into the world of an intelligent home gym that truly delivers a full body workout and has the footprint of a flatscreen?” and “We’re shooting with LeBron James in 3 weeks for 6 hours…what are we doing?”

The result unfolded into one of those sprints that was four and a half days of actual fun. The creation of two primary pieces of content and a suite of scrappier, social-oriented assets that bring our audience into LeBron’s workout with Tonal, aimed at showcasing the gym’s ability to take the thinking out of training so that you can focus on one thing: your workout.