ONCE Activewear empowers women to embrace an active life with promo film from Chop Shop
Once Upon a Run Activewear is the brainchild of husband and wife team Shae and Mitch Brown. Shae, a Collingwood Magpies netballer, and Mitch, a former West Coast Eagles footballer, have used every day of training, every tough pre-season, every lifting session and every game, to develop their deep understanding of what works best for both comfort and performance in modern active wear.
With a rebrand recently completed, Chop Shop Media was engaged to develop online content to introduce ONCE to a wider audience and empower all women to embrace an active way of life. Chop Shop has created a short film featuring three talented and hardworking women, who are putting in some hard yards to work up a serious sweat.
Adam Rule, Director at Chop Shop, said, “The primary goal was to align ONCE with strong women who work hard to achieve their best in whatever they choose to do. Discovering that drive to be better each day is an empowering thing. Showing these three women will hopefully inspire others to find their own ‘inner beast’.”
Shae Brown said, “Story telling is in Once Upon a Run’s DNA. And this project was a perfect opportunity to give insight into the lives of three of our Customers. All are different in their own right but, at the heart of it, all are striving to challenge and give more of themselves. Whether it’s training to be a world champion or be the best mum they can be or just to escape into their own little world.”
Authenticity was key to the creative team. Adam knew that the savvy viewer would tell the difference between real and fake exhaustion so getting the heart rate up was important. To achieve this realism the talent were asked to put in some serious training in front of the camera. “One of the girls suggested I move into coaching, so I must have been pushing them pretty hard at times”, joked Adam.
The on-screen talent features Fiona Cornelisse, a mum from Perth; Jane Claxton, a Hockeyroo out of South Australia; and Shae, one of the fittest people you could ever meet. Behind the camera was an equally talented team who went the extra yard to ensure the final product was of a high standard.
Gemma Rule, producer at Chop Shop said, “We like to keep our crews small and versatile on these kinds of projects for two reasons – it keeps the costs down for clients and it allows us to be more reactive to what’s happening in front of the camera. Much of our content creation is more like a stylized doco rather than an overly choreographed performance, so we crew accordingly.”
Adam said, “We’ve become big fans of Once, it’s a high end product developed locally by athletes who wear this stuff every day. These women are inspiring – I was so impressed by their determination and commitment to their craft.”
Shae added, “We’ve been blown away by the response so far. Over 15,000 views within the first week is a fantastic result. People have told me that they see themselves in the film. They tell me they have been inspired to go box and run and train. They tell me training is not just for athletes… This is exactly what we set out to do.”
Credits
Agency: Chop Shop Media
Producer: Gemma Rule
Director: Adam Rule
Cinematographer: Justin Griffiths
Camera & Lighting Assist: Gareth Andersen & Jem Thomas
Drone Operator: Ryan Lucas @ Goya Studio
Editor: Adam Rule
Titles: Andrew Allingham
Music: Calvin Webb
Audio Master: Julian Douglas-Smith @ Julios Studio
Stills: Gareth Andersen
Make-Up: Barbara Mordini
TALENT
Shae Brown
Jane-Anne Claxton
Fiona Cornelisse (Cooper)
ONCE TEAM
Shae Brown
Mitchell Brown
Nicole Lendich