The Chartered Society of Physiotherapy asked us to create a campaign film for Hate Activity, Love Exercise—challenging the narrow way we think about physical activity. The insight: people hate "exercise" because they picture gyms and running. But gardening? Walking the dog? Dancing in the kitchen? That's movement too. Our approach expanded what counts as exercise, building a narrative that shows physical activity already exists in everyday moments people actually enjoy. We brought this to life through mixed media visuals combining stock photography with hand-crafted illustrations, making the familiar feel newly valuable. By reframing exercise as something you're probably already doing, we made it feel achievable rather than intimidating.
