4 tips on how to create fresh video content for established brands:
Recently, Tillman Film Co had the opportunity to develop a new visual workout program for the well-established virtual fitness brand, Hydrow. We are excited to share some tips on our process with you so that you can apply a similar approach to other brands with a strong following. Whether you are a filmmaker/video production company seeking to collaborate with such clients or a fitness company aiming to revitalize your content for your members. We’d love to show you what worked for us!
What is Hydrow?
Hydrow makes interactive rowing machines for home use, mimicking rowing on water for a full-body workout. Similar to Peloton, Hydrow offers immersive workouts where users can choose scenic destinations like Alaska or the Bahamas, guided by top coaches for a motivating experience.
It All Starts With A Good Treatment:
Hydrow approached us about offering a new service for their members by introducing a workout program, “Circuit Training”. This program was designed as a high-intensity interval training (HIIT) workout involving alternating between rowing and strength/cardio exercises.
We started by creating a treatment document to visually showcase the Circuit Training program and demonstrate the member experience. This document is crucial for securing client approval early on, setting expectations, and providing a roadmap for the project.
Below, you can review a section of the actual treatment. These sections can vary in length based on your preference. They serve not only as a reference for the client but also as a tangible content piece for you to adhere to during pre-production. The more detailed the document is, the smoother your process will be as you gather locations, secure actors, and determine the video production techniques to employ.
Know Your Target Audience:
The target audience for your content may not align precisely with your current audience. Understanding the intended purpose of the content is crucial. In the case of Hydrow's Circuit Training workouts, the goal was to engage a new audience distinct from their existing members. While Hydrow excelled in creating visually stunning videos featuring picturesque landscapes, the Circuit Training content aimed to resonate with individuals seeking a different workout experience. These workouts emphasized hard work and grit, catering to those drawn to a more intense training regimen. The objective was to attract new members who valued the raw intensity of the workouts over the aesthetic beauty of water-based content. The content was intentionally designed to offer a stark contrast, both visually and thematically, to appeal to a specific niche within the fitness community.
Here is a teaser Tillman Film Co produced with that gritty new look to help launch the product.
Stay True To The Brand Identity:
While it's crucial to maintain fresh and engaging content, it's equally important to uphold consistency with your brand's identity and values. Even as we ventured into creating visually different content from Hydrow's usual style, our top priority remained true to the core values of Hydrow's brand identity. Our goal was not to reinvent the company, but rather to produce content that resonated with a broader audience.
So, what did this approach look like? From its inception, Hydrow has thrived as a hub for community. While we may have intensified the workouts and embraced a grittier aesthetic, preserving the sense of camaraderie was key. This meant featuring on-screen athletes who exuded enthusiasm for their workouts, aiming to inspire rather than intimidate members. Moreover, Hydrow has always fostered a deep connection between users and the on-screen trainers. So we continued to craft narratives that were relatable and engaging, mirroring the familiar storytelling style.
Our aim was for members to perceive this new type of workout as fresh and invigorating, yet distinctly aligned with the essence of a Hydrow workout. This goal hinged on the content we filmed, the stories we told, and most importantly, how we made members feel. Ultimately, our focus went beyond mere aesthetics and workout types. It centered on creating an experience that echoed the essence of Hydrow while embracing an exciting yet different style of workout.
Take a look at this CT Promo video below to show you what we mean:
Story Is King: The Timeless Truth
Experiment with new ideas, formats, and storytelling techniques to keep your video content engaging and memorable. Don't be afraid to think outside the box and explore innovative ways to showcase your brand's products, services, or values. But remember one important thing…Story is KING.
Trendy videos come and go. The platforms we use rise and fall. The products we offer change over time. But one thing will always remain the same. We will always relate to a good story.
Through storytelling, we find common ground, share experiences, and ultimately, connect with one another on a profound human level. It is through these connections that the true impact of storytelling is realized, shaping perspectives, influencing behaviors, and leaving a lasting impression on those who experience it. In essence, story isn't just about conveying information—it's about forging connections, fostering empathy, and enriching lives.
So just to recap on our tips for creating fresh video content for established brands:
Start with a good treatment!
Know your audience: (Are you trying to get the attention of a new audience? or re-engage with your current audience.)
Stay true to your brand.
Experiment with new ideas, while keeping story the focus.
We are here to help:
We hope you found some of this content helpful whether you’re a Filmmaker/Video Production Company or ANY brand that offers a service to people.
Are YOU a fitness company that needs help with your videos?
If you own or manage a fitness company and have reached the end of this article, we are interested in collaborating with you. Whether you currently have no video content or are seeking to revamp how you leverage video to enhance your services for members, we are here to help.
Our expertise stems from 15 years of experience in the fitness industry, and we are deeply passionate about this field. We can assist you in various ways, such as providing remote "at-home" workout videos for times when visiting the gym is not feasible, creating client testimonials, producing nutritional videos, crafting social media content, and much more.
Let's work together and explore the possibilities! Feel free to reach out to us by dropping a message below. We are happy to schedule a free consultation to understand your current offerings to clients and provide insights on how video can be utilized as a valuable tool to elevate the experience for your members.
Looking forward to potentially collaborating with you!
“Nimble, passionate, talented and most importantly a pleasure to work - that’s what you get with Shaughn and his team. They’ll elevate what you do and you’ll enjoy the process from conceptualizing to filming to the final edit. I highly recommend working with this team.”
