We partnered with Better Gyms to create a social first campaign designed to reframe how people think about movement. Rather than focusing on outcomes or idealised fitness, the work centred on a simple, relatable truth: progress starts by showing up.
Built around the creative platform Showed Up, the campaign celebrated everyday moments of participation across gyms, classes, digital sessions and community spaces. The idea was intentionally flexible, allowing it to connect with different motivations, mindsets and stages of the member journey, while remaining consistent in tone and message.
By recognising that pressure, guilt and fear of failure are key barriers to participation, Showed Up focused on removing friction and making it easier for people to return to movement at any stage. Instead of chasing short term spikes in activity, the platform was designed to drive long term behaviour change, supporting habit building, loyalty and repeat participation.
Multiple led the campaign end to end, from strategy and creative concepting through to full production. Built for social first, the content was designed to perform across organic and paid channels, using a modular approach to deliver multiple formats and cut downs from a single shoot.
We managed the entire production process from pre production through to delivery, working closely with the client on casting and talent, completing detailed location recces, and overseeing all shoot planning. Across a tightly scheduled two day shoot, we coordinated multiple locations and directed all content capture, managing crew, talent and equipment to maximise efficiency and creative consistency.
Post production was handled in house, delivering a full suite of assets at pace while maximising both budget and output.
Alongside the core content, we developed and delivered an influencer led layer to the campaign. This included campaign development, talent identification and end to end creator management, ensuring the voices involved felt credible, relatable and aligned with the platform.
The result was a social first campaign built for longevity, relevance and genuine connection, encouraging audiences not just to watch, but to take part.
