Starting to go to the gym (again) can be very intimidating because from the very beginning people tend to set high goals. The amount of times you should work out per week, the workout plans and diet plans to follow, supplements, and superfoods to eat - just thinking of it is daunting. But progress is made in small steps.

Basic-Fit fights ‘gymtimidation’ by focusing not on the end goals but on the journey and small wins along the way. We cheer and spotlight the small steps, from untangling your headphones to choosing the baby weights. It’s all worth cheering for because all of it counts. We created separate scenes: a relatable situation in the beginning, a cheer in the middle, and a call to action in the end. With the help of creative automation, we ended up with over 3000 different ad variations.

João Inácio | Creative Direction
- for the creative direction and making sure the team stays strong