SoulCycle: SoulActivate
We couldn’t be more excited about our collaboration with SoulCycle. Long-time fans of the brandA brand is the unique identity of a business, product, or service, encompassing its values, personality, visual identity, and customer perceptions. It’s how an organization differentiates itself and connects with its audience., we were beyond thrilled to team up and introduce “SoulActivate” to the world—a new SoulCycle experience that’s intense, raw, and entirely different. SoulActivate is a high-energy HIIT journey that pushes boundaries, designed for those willing to embrace both the challenge and the transformation.
In creating this campaign, we wanted to capture the essence of SoulActivate with authenticity and power. Using an Alexa Mini, vintage 80s cinema lenses, SkyPanels, and Astera AX1s, we crafted a visual world that mirrored the visceral energy we felt when we first experienced the class. Every frame reflects the honesty of SoulActivate: the sweat, the struggle, the moments of intensity balanced by relief, and the exhilaration of breaking through limits.
Music pulses at the heart of both SoulCycle and our edit, underscoring the rhythm of the journey. Through precise sound designDesign is the process of creating purposeful and visually appealing solutions to solve problems, convey messages, or enhance experiences. It involves a combination of creativity, technical skill, and strategic thinking., we emphasized the contrasts—particularly in the recovery segments, which define SoulActivate as an entirely new beast, unlike any traditional SoulCycle ride.
The response has been overwhelming. From die-hard SoulCycle fans to instructors and staff, the appreciation for our work has been humbling. We’re proud to have captured the essence of SoulActivate, offering viewersAn audience is a group of individuals who receive and engage with a specific message, content, or product. In marketing and creative fields, understanding the audience is critical to crafting resonant and impactful strategies and campaigns. a raw glimpse of what awaits them in the studio: a transformative experience that’s as fierce as it is real.
Check out the Instagram embeds below to join the conversation and feel the SoulActivate energy for yourself.
