Fitness
Fitness sits right next to Wellness on Visie's taxonomy but pulls in the opposite visual direction — sweat, strain, and visible effort are the entire point. On Visie, that craft spans campaign and product photography for marques like Peloton and Strava, shot at high shutter speed to catch mid-rep exertion rather than soften it.
This week's top Fitness projects
This week's top Fitness projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Peloton · Let Yourself Run
Peloton’s 'Let Yourself Run' campaign centers on a cinematic live-action sequence featuring artist Miley Cyrus. The film, directed by Bethany Vargas with production support from DIVISION Global and producer Angelo Mazzamuto, frames Cyrus during a session on a treadmill within a mirrored studio environment. The visual approach, led by director of photography Ben Carey, utilizes clean composition and drone footage to capture the movement. The aesthetic is defined by a distinct golden hour lighting palette, supported by a creative team including fashion stylist Bradley Kenneth, hair stylist Bobby Eliot, makeup artist Janice Daoud, and manicurist Miho Nails.
Project Women's Health U.S · Kerry Washington Opens Up About Heal ...
Women’s Health U.S. features actor Kerry Washington in a series of editorial portraits that focus on movement and athletic form. Captured by photographer Dana Scruggs, the imagery utilises a minimalist studio setting with neutral textures to emphasise dynamic physical poses, ranging from Pilates-inspired stretches to suspended action shots. The project incorporates both warm-toned colour palettes and monochrome compositions to highlight sculptural lines and core strength. The aesthetic leans into a clean, directional lighting style that reinforces the editorial approach. Fashion styling by Mariel Haenn and Rob Zangardi provides a versatile athletic wardrobe, complemented by makeup from Keita Moore and manicures by Pattie Yankee.
Peaches · Brand Identity
Peaches, a dynamic fitness, sports, and gaming brand, has successfully established a compelling brand identity that masterfully marries the high-energy demands of contemporary wellness with a nostalgic, 1970s-inspired aesthetic. Through a sophisticated visual language, the project employs a warm palette of deep chocolate browns, vibrant reds, and soft creams to cultivate an environment that feels both professional and intimately inviting. The branding effort relies heavily on seamless motion graphics and fluid animation, which bring a playful, rhythmic quality to the studio experience. By integrating live-action technique with bold, retro-inspired typography and geometric layouts, the design team creates a cohesive narrative that spans from social-ready video montages to mobile-first UI illustration. With creative contributions from the team at Bandit Design Group, motion work by Sophie Roberts, web development by COG Marketing, and evocative photography by Emma Tkalcevic, the result is a polished system that remains grounded in the physical reality of movement. This identity channels a community-focused energy, using sharp cuts and lifestyle-oriented visuals to emphasize that fitness is an immersive, daily ritual. Whether through the clean, corporate-leaning web interface or the whimsical 3D rendering of a motel-style keychain, the brand successfully positions itself as a destination for those seeking a vibrant, lifestyle-integrated approach to health, proving that structured design can feel inherently human and entirely addictive.
Adidas, Tate McRae · Work It
In the high-energy campaign Work It, global pop icon Tate McRae seamlessly blends the worlds of professional athleticism and street-ready style through her latest collaboration with Adidas. This sportswear project captures a raw, authentic look at performance, focusing on the discipline required for elite physical training. Shot within a sun-drenched, industrial gymnasium, the cinematic live-action technique emphasizes the precision of movement as McRae navigates a rigorous workout in navy blue three-stripe gear. By utilizing slow motion to highlight the controlled intensity of single-arm dumbbell rows, the visual narrative moves beyond standard commercial fare to celebrate the grit behind the glamour. The clean, high-key lighting bouncing off the bold red flooring creates a striking contrast that feels both aspirational and grounded. Production house Object & Animal orchestrates this lifestyle-driven aesthetic, successfully positioning the collection as functional equipment for those who refuse to compromise on either form or aesthetic impact. The project expertly leans into a polished, editorial minimalism that aligns perfectly with the brand's heritage while pushing a modern, movement-focused agenda. Ultimately, Work It functions as a masterclass in modern fashion advertising, demonstrating how dynamic, rhythmic editing can elevate everyday athletic apparel into a compelling visual story that resonates with a fitness-conscious audience looking for authentic inspiration in their gear.
Nike · Alysa Liu - Win (Supervision, Sound, & Mix)
In a kinetic display of athletic discipline, Nike frames the rigorous daily routine of professional figure skater Alysa Liu through a lens that bridges the gap between high-performance sportswear and raw, documentary-style storytelling. This project, focused on the intersection of human movement and elite capability, captures the raw intensity of training on an indoor ice rink, where every rotation and landing is punctuated by a focus on technical precision. The film leans into a blend of lifestyle aesthetics and action-oriented framing, utilizing slow motion to emphasize the physical strain and grace inherent in Liu's practice. As she navigates the rink in a minimalist all-black outfit, the narrative shifts between expansive, wide shots of her gliding across the ice and intimate, detailed close-ups that document the tactile reality of adjusting her skates. The visceral experience of the training session is heightened by the sound design and expert mixing provided by The Crystal Creative, whose auditory landscape grounds the visual sequence in an immersive atmosphere. By stripping away extraneous spectacle, the piece highlights the pure, unvarnished labor that defines world-class skating. The result is a grounded, live-action technique piece that celebrates the dedication of the athlete, reinforcing the brand's commitment to the authentic, behind-the-scenes moments that fuel greatness on the global stage.
Peloton · On To The Next
Peloton's 'On To The Next' campaign highlights the morning fitness routines of dedicated riders, transitioning from the quiet of dawn to the focused atmosphere of indoor training. The commercial captures the personal motivation inherent in individual exercise, moving from external morning landscapes into private home settings. Produced by GREATERGOOD, the spot employs cinematic live-action techniques and low-key lighting to draw attention to the rhythmic nature of early workouts. The imagery leans into a matte visual finish, maintaining an intimate and grounded perspective on home fitness.
Intel · Letting Go
Intel explores themes of athletic perseverance in the commercial film Letting Go, a piece that documents the physical intensity of training across multiple sports. The project transitions from the focus of a swimmer in an indoor pool to the raw discipline of boxers and gymnasts at work. Produced by GREATERGOOD, the film leans into a cinematic, moody aesthetic. Through the use of atmospheric lighting and cool, muted tones, the work captures the solitary nature of growth and the commitment required for professional training.
Wellhub · Terry Crews’ Crews
Wellhub’s campaign, Terry Crews’ Crews, highlights a broad range of wellness activities through a high-energy series of vignettes. The commercial features Terry Crews as he navigates various fitness environments, including gym weightlifting, outdoor running, studio dance sessions, and paddle sports. The spot was produced by SURREAL HOTEL ARTS, with post-production and VFX handled by Bleach and sound design provided by Hefty. Utilizing live-action techniques, the project focuses on community-based fitness engagement across multiple settings.
Nike React Infinity Run · Behind The Moonshot
Behind The Moonshot is a sports film for Nike React Infinity Run that examines the recovery process of athletes managing physical injury. The project utilizes live-action technique and monochrome visual treatments to frame the intensity of training and rehabilitation. The narrative balances the technical precision of motion-capture lab settings with the human endurance of the individual, enhanced by cinematic grading. 9iFX Studios oversaw the post-production and VFX, layering scientific analysis into the footage to underscore the psychological aspects of athletic setbacks.
Royal Kingdom · Lebron James
Royal Kingdom showcases athlete LeBron James in this behind-the-scenes project focusing on his training regimen. The footage captures the athlete in a gym setting, utilizing observational filming techniques to detail his activity with basketballs, exercise bikes, and recovery equipment. Produced by William McVay, the project leans into a documentary aesthetic. The visuals rely on natural light and a clean composition, prioritizing a live-action approach to capture the subject's routine.
Peloton · Let Yourself Go 2.0
Peloton’s Let Yourself Go 2.0 campaign presents a high-energy look at the brand’s treadmill experience. The spot focuses on the physicality of the workout, captured through dynamic tracking shots and overhead perspectives that emphasize movement and intensity within a minimalist architectural setting. Produced by DIVISION US and Max Cooper, the film relies on a clean, grounded visual language. Warm color grading and the use of natural light highlight the subject’s focus, while the production team leans into a live-action technique to ground the performance in a realistic, sunlit environment.
Tonal · Power Progress | Mando :6
Tonal showcases its resistance-based home fitness technology in the Power Progress | Mando :6 spot. The film captures a dynamic workout session, utilizing warm, golden hour lighting and intentional lens flare effects to ground the action in a cinematic aesthetic. Produced by Curfew with creative support from Flower Shop and Hailstorm LLC, the spot features a live-action technique that prioritizes the movement of the athlete and the responsiveness of the equipment. Post-production and VFX were handled by Company 3 New York, with sound design by Nancy Edmondson. William McVay also contributed to the production.
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