Building on two decades of innovation and consistent, reliable quality with its Integrity treadmill, Life Fitness recently launched a new version of its “trusted workhouse” at the 2017 IHRSA Show in Los Angeles this past March. As with dozens of other promotional films it has created for Life Fitness over the years, Chicago video production company Richter Studios was selected to develop the creative for the new spot.
“Life Fitness is a brand that has inspired millions of consumers and the team at Richter Studios is very proud of the creative that went into this effort,” stated CEO Jeremy Richter. “We’ve produced dozens of films together but this one is a standout. The journey from the 90’s to now was a fun creative arc to explore through fitness, fashion and technology.”
The Richter Studios production team captures a fun shot with actress Alanna Lovely
“With the relaunch of one of Life Fitness’ flagship products we were looking for a unique way to portray its reliability over the last 20 years,” said James Layer, Creative Director at Life Fitness. “Richter Studios’ solution was stylish and intriguing, teasing customers then paying off the features of the product. They handled everything from start to finish in the professional manner I have come to expect from them over the years.”
The new film takes the viewer on a journey from the 90’s until present day and features both custom filmed and archival footage of the Integrity treadmill. As this is the fourth generation release of the Integrity treadmill, the talent featured in the spot transitions through numerous wardrobes to reflect what was in style during the years a new version was launched.
The production was captured over one day with an ARRI Alexa Mini at Zhou B Art Center in Bridgeport (a neighborhood in Chicago). The finished film can be seen below.
Life Fitness – Integrity Brand Film
Richter Studios Creative Team:
Executive Producer: Jeremy Richter
DP: Joe Martinez
Director: Jessica Batson
Gaffer: Danny Valdez
Grip: Miles Kerr
1st Assistant: Christian Mejia
Dolly Grip: Mike Anderson
Stylist: Karen Koenig
Editor/Colorist: Luke Sheldon
This effort joins an impressive list of brand films championed by Richter Studios. The company also has extensive video production experience capturing aerial cinematography and developing animations, commercials, corporate videos, explainer videos, instructional videos and testimonial videos for a wide range of industries. Included in its portfolio for brand films are productions for Bayliner, Harris Boats, Meridian Yachts and Office Depot.
2017 marks the 20th anniversary of Richter Studios. The company has managed over 3,000 productions, 10,000+ videos and has won over 50 international awards, including the Cannes Corporate Media & TV Awards in Cannes, France in 2016. Widely regarded as pioneers in digital cinema, Richter Studios first opened its doors for business in June of 1997 when it created one of the first-ever desktop videos at a resolution of 320×240 for the McClier Corporation. The company now has experience filming up to 8K resolution and creates a range of video content for its clients. Richter Studios is also approved to legally fly drones for commercial use and has coordinated extensive nationwide and global video productions for its clients, filming on location in over 45 states and 12 countries.
Below are some additional pictures from the shoot.