FÔLD Reformer: Welcome to the FÔLD

A multi-deliverable campaign for FÔLD Reformer, introducing five real members of the community and the different ways they make space for movement around busy lives.

The Campaign

The brief was to create one hero film and five individual narrative films, built around five members of the FÔLD Pilates community each making time for the same shared ritual: a reformer workout in the middle of a busy day.

The main film brought all five stories together. It builds by cutting between phones, routines, responsibilities and small pressures until the pace starts to feel almost overwhelming. Then it drops, as each person decides to pause and make time for the reformer.

The individual films gave each story more space. Each one followed a snapshot of someone’s day, using voiceover, natural sound and movement to guide the narrative from everyday busyness into the calmer rhythm of the reformer.

Creative & Production Approach

The campaign was shot over two days, with three films shot in people’s homes and two filmed in the same studio space.

I wanted the films to feel natural and observational, almost documentary-led at times, while still using closer camera choices to pull the viewer into each person’s perspective.

A lot of the work was about making everyday spaces feel more cinematic without losing that real-life feeling. In some locations, I used lighting to create sunlight spilling through windows, adding separation and depth to ordinary rooms. In others, it meant working in tight spaces, using wider lenses and finding angles that made the space feel intentional rather than limited.

I used a mix of handheld camera work, gimbal movement and small rigged setups, including a front-tracking shot with Daniel and a phone-mounted camera setup for Nathalie.

I also wanted FÔLD to feel present without it becoming forced product placement, so the reformer and its features were shown naturally within each story.

The final films were shaped through the edit and colour grade, with a subtle film-emulation look to give the campaign a more premium, filmic feel while keeping it grounded in real life.

Individual Narrative Films