Forsman & Bodenfors’ The Workout Called Life continues to reframe workout life for Therabody, highlighting the wellness advantages and impact of its Theragun product line.

For the second instalment of the campaign that launched last year, F&B and Therabody have teamed up to create two distinctive 30-second spots, telling a deeper story around everyday movements that act as a workout – from being a career-driven professional and mom to doing exhausting work around the house. In both, Theragun by Therabody shows how it provides relief.

“We started with the insight that many of us are multitaskers, trying to pack so much into each day just to keep up with the pace and expectations of modern life,” stated F&B global strategy lead Tom Suharto. “But the thing about multitasking is that it all adds up, and by the end of the day, our bodies deserve recovery.”

The 2024 edition of The Workout Called Life delves into the emotional story of everyday workout life. “This campaign takes on a more playful tone, dramatising how daily stresses build up, leading to a hero moment for the Theragun, which releases the tension and gives our characters the recovery they deserve,” Suharto added.

“The extension campaign also supports our belief in the importance of messaging consistency over time. When an idea resonates with consumers, the smart thing to do is double down on it and don’t move on too quickly—we see this as a multi-year platform and partnership, one that is only just beginning,” noted Therabody chief marketing officer, John Solomon.

The campaign’s main target is Millennial Moms and groups of active Gen X and Baby Boomers. “We know both of these audiences lead active lives and often miss out on the recovery their bodies need,” Suharto continued. “With this work we wanted to challenge the perception that Theragun is too masculine or too intense. It really is a brand for every body in need of recovery.”

To further drive Therabody’s efforts to change perceptions about the benefits and value of Theragun, F&B had to rethink and reframe the “The Workout Called Life” concept and aesthetics.

F&B creative director, Claudette Martin, added, “In this iteration of the campaign, we wanted to bring to life both what it feels like to carry the weight of your day with you and then the incredible feeling of relief that the Theragun provides as you let it all go. The practicality of the match cuts and stunt for the release moment were incredible production feats. Our talent was lifted into the air and each and every prop were on strings to very practically bring to life a most surreal feeling.”

The campaign films were directed again by Docter Twins and their production company, Thinking Machine.

Credits:
Client: Therabody
John Solomon: Chief Marketing Officer
Joel Godfrey: Senior Vice President, Marketing Operations
Sarah Foster: Head of Brand Marketing
Sara Dickerson: Head of Creative
Sierra Hennen: Senior Director Brand Marketing
Marios Symeonides: Senior Director Global Media and EMEA Marketing

Agency: Forsman & Bodenfors
Emma Eriksson: Head of Creative
Claudette Martin: Creative Director
Jose D’Alta: Associate Creative Director, Design
Conor Patterson: Associate Creative Director, Copy
Steve Howze: Copywriter
Meg Volk: Senior Producer
Scott Terry: Director of Business Affairs
Tom Suharto: Head of Global Strategy
Sean Stogner: Engagement Strategy Director
Christina Falzano: Managing Director
Hannah Casey: Client Director

Production Company: Thinking Machine
Directors: Docter Twins
Executive Producer: Alon Simcha
Producer: Matt Ackerman
Service Company: Stillking Prague
Service Producer: Lida Ashwell Ordnung
Cinematographer: Radim Strelka
Production Designer: Jiri Matura

Service Production Company: Stillking Films
Post Production: PS260
Editor: Ashley Ingbretson
Executive Producer: Raná Martin
Assistant Producer: Christopher Nicastro
1st Assistant Editor: Laura Schaffner
2nd Assistant Editor: JT Tsuchiya

Audio & Mix: PS260
Sound Designer & Engineer: Nicole Pettigrew

Colour: Royal Muster
Colourist: Roslyn Di Sisto
Producer: Matthew Fulton

Finishing: PS260
Producer: Yoko Lytle
Flame Artists: Jared Pollack, Mark Popham, Stephanie Isaacson, Christopher Kimura-Brown Graphics Artist: Devon Fabulian

Music: Singing Serpent
Executive Producer: Dennis Culp
Creative Director: Jon Spencer
Associate Producer: Beks Johnson