SoulCycle: SoulActivate Campaign Film

Our role(s): Directed, Creative Direction, Editing, Post, Color, Titles, FX, Animation, Branding, Design, Photography, Social, Music Supervision

February 27, 2018

SoulCycle: SoulActivate Campaign Film

We are absolutely thrilled to be working with SoulCycle. We have been huge fans of the boutique fitness brand for quite a few years now and was super excited to work with the SoulCycle crew. We created a teaser and associated commercial showcasing the brand new SoulCycle class “SoulActivate” to the world. SoulActivate is more of a HIIT class than it is your regular SoulCycle class where you usually ride flat out the whole class.

SoulActivate is a completely different beast and we wanted to demonstrate this with fun, energy, flair and most of all realism for our commercial. Utilizing an Alexa Mini, some 80’s vintage cinema prime lenses, a bunch of sky panels and Astera AX1’s we were able to create a SoulActivate world that harkened back to how we felt when doing the SoulActivate class in January. We wanted to showcase the true honesty of the SoulActivate class by demonstrating the pain, pleasure, sweat, tears and relief. It was very important for us to capture the truth of the SoulActivate class.

With music at the core of both SoulCycle and our edit, we were able to demonstrate the differences between SoulActivate and a regular SoulCycle class through clever sound editing, particularly the recovery portion of the class which is the most stand out difference to anyone used to a regular SoulCycle class.

The response to our films for this campaign have been astounding. From fans to SoulCycle instructors and staff, everyone is really thankful for our work and we are equally proud of what we were able to create – offering viewers a glimpse into what they can expect from the new SoulActivate class. Check out some Instagram embeds below to check out the conversation…

CREDITS

CLIENT: SoulCycle
AGENCY: RIOT
DIRECTOR: Chris "MUG5" Maguire
DIRECTOR OF PHOTOGRAPHY: Zach Jopling
ASSISTANT DIRECTOR: Nastassja Simone
ASSISTANT CAMERA: James Regan
PRODUCTION ASSISTANT / DIT: Brendan Engle
GAFFER: Mark Sherman
GRIP: Ben Hunt
LIGHTING TECH: Justin Lee
SOUND: Matt Caulfield
HAIR MAKEUP: Katie Wedlund
STYLIST: Sam Bates
PHOTOGRAPHER: Tim Smith

CREATIVE DIRECTOR: Roxana Zegan
PRODUCER: Heather Ogletree
DIRECTOR OF VISUAL DESIGN: Chelsea Podlogar
PRODUCTION MANAGER: Geneva Peschka
VP OF DESIGN: Alan Cooke

EDITING, COLOR & FX: Chris "MUG5" Maguire
ASSISTANT EDITING: Nastassja Simone

TALENT: Charlee Atkins
TALENT: Ashlee Ma
TALENT: Nastassia Adkins
TALENT: Karmyn Monton
TALENT: Keare Smith
TALENT: Solange Sandy
TALENT: Joe Hornberger
TALENT: Ash Kamel

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