Part of the Greater Goods Fitness line up, a series of 36 SKUs that our team had to commercialize simultaneous with coordinated copy, photos, video, and support materials. This was a humongous undertaking for our 5-person group, and necessitated much more producing than our normal projects. We hired models, built set pieces, trained ourselves on new motion control camera rigs, the whole shebang. It took us three whole months when all was said and done. For the resistance bands, I accidentally gave myself some rotoscoping challenges with all the text layered behind foreground elements. Turns out floppy bands of latex aren't easy to trace out frame by frame!