Latest campaign for Orangetheory Fitness directed by Grammy Award-Winner Dave Meyers

Orangetheory Fitness has launched ‘The Science Behind It’, the brand's latest creative advertising campaign directed by Grammy Award-winner Dave Meyers. Coming out of the pandemic and paving the way for consumers' mass return to IRL fitness, The Science Behind It signifies Orangetheory's powerful entry into 2023.

The campaign, which airs nationally across linear and connected TV, online video and other premium digital channels, highlights the science that drives the workout's design and leads to measurable results.

Orangetheory Fitness Chief Marketing Officer, Kelly Lohr explained "the science behind heart rate-based interval training is what fuels the core of our workout at Orangetheory. Combining that science with the connected technology and gamification that we pioneered for the industry over a decade ago is an integral differentiator for us, and our members are seeing it lead to transformative results.

"We greatly admire what Dave Meyers has accomplished in the music industry and were excited to see how he'd translate his creative power to bringing this science to life."

For the spot's setting, Meyers - best known for directing music videos for some of today's biggest artists (Missy Elliott, Ariana Grande, Katy Perry, Drake and Harry Styles, to name a few) -selected L.A.'s renowned Popsicle Studios, home to iconic film projects including the Batman franchise. There, the director transports viewers between worlds, from an in-studio Orangetheory experience to a stylised laboratory inspired by the company's own fitness lab. This fluid journey creatively represents the member experience, showing how the science of heart rate-based interval training - combined with Orangetheory's proprietary technology and expert coach instruction - leads to life-changing results.

Dave Meyers shares "I was inspired by the level of scientific design that goes into creating an Orangetheory Fitness class. I learned so much about the team's process - from its algorithms that track personalised heart rate to its second-by-second performance analysis - and wanted to portray that in a way that would be significant to the viewer."

The Science Behind It was created by Orangetheory's full-service creative agency of record, Tombras, based in Knoxville, TN. The campaign launched on 27th February 2023, and will run throughout the year.

View the 30-second spot below.

For more information on Orangetheory Fitness, visit www.orangetheory.com.