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.