‘C9’ follows two athletes as they work through a fitness routine, each in separate worlds that share a sculptural, artistic environment. The concept of the spot was developed with the theme of support in mind, reflected in the clothing and metaphorically represented in architectural structures. Lots of graphic cuts were added in editorial, seamlessly weaving together the duo’s quick movements and environments.
Andrew explains, “We made sure to capture shots of the athletes where the camera was either facing them directly in front or directly to the side; never a three-quarter shot. These were the types of angles we were looking for to complement the style and graphic cuts. We had one camera to use – a Red Epic at 200 frames per second – so we had them repeat their actions with different lenses to get a variety of shots.”
The spot was shot on a giant green screen with room for the actors to run. “We created somewhat of an abstract world, but we wanted it to feel real at the same time,” Andrew continues. “We built a lot of props so the women could be interactive, increasing the authenticity in their environment: steps, ramps, different elements they could jump from.”
With the help of a sports choreographer, Andrew and Lisha came up with a combination of exercises that would give them the movement and silhouettes they were looking for. Lisha comments, “Choosing from warm-ups, cardio, metabolic exercises and cool-downs, the fitness routine needed to actually make sense and not be totally randomized." Lisha and Andrew selected the exercises that we thought would work best from a creative standpoint, and the with the choreographer's help, strung them together in a realistic way.