Full-service health club Fernwood isn’t just another a gym; it’s a community where women are given the confidence and support to look after number one. Jumbla was tasked with creating a vibrant and vivid animation, which follows three characters who lead separate lives but share the same struggles.
Initially, the brief was for Fernwood’s loyalty rewards program. But after impressing with two concepts, Jumbla was asked to create a wider promotion of the brand, which kept many of the original brief’s elements but with a revised core message.
“There was a greater focus on the gym in the final video, and we took a bit more of an emotional approach to the script,” said Jumbla Executive Creative Director Callan Woolcock.
“We went for a 2D look with a mix of 3D to give it a bit of depth and make it more dynamic,” Cal said. “Some of the character animation and subtle detail like the head turns were also created using frame-by-frame animation."
The animation feels like one continuous scene, where clever camera movements and seamless transitions not only follow each character’s journey, but offer insights into the benefits of Fernwood.