Global creative collective Forsman & Bodenfors (F&B) has reunited with Therabody to unveil the next iteration of the brand’s 2023 campaign “The Workout Called Life,” which highlights the wellness advantages and impact of its revolutionary Theragun product line.
For the second installment, F&B and Therabody have teamed to create two :30 spots, which reflect both the agency and brand’s desire to tell a deeper story around everyday movements that act as a workout. This :30 captures the “Balancing Act” workout that goes with being a career-driven professional and mom. “We started with the insight that many of us are multitaskers, trying to pack so much into each day just to keep up with the pace and expectations of modern life,” said F&B global strategy lead Tom Suharto. “But the thing about multitasking is that it all adds up, and by the end of the day, our bodies deserve recovery.”
The spot, which targets “Millennial Moms”–leads to what Suharto described as “a hero moment for Therabody’s Theragun, which releases the tension and gives our characters the recovery they deserve.”
Shot over four days in Prague, the new campaign spots were directed by the Docter Twins via their production company Thinking Machine. (Docter Twins are alums of SHOOT’s 2008 New Directors Showcase.)
Credits
Client Therabody Agency Forsman & Bodenfors Emma Eriksson, head of creative; Claudette Martin, creative director; Jose D’Alta, associate creative director, design; Conor Patterson, associate creative director, copy; Steve Howze, copywriter; Meg Volk, sr. producer; Tom Suharto, head of global strategy; Sean Stogner, engagement strategy director. Production Thinking Machine Docter Twins, directors; Alon Simcha, exec producer; Matt Ackerman, producer. Service Company Stillking Prague Lida Ashwell Ordnung, service producer; Radim Strelka, DP; Jiri Matura, production designer. Editorial PS260 Ashley Ingbretson, editor; Rana Martin, exec producer; Christopher Nicastro, assistant producer; Laura Schaffner, 1st assistant editor; JT Tsuchiya, 2nd assistant editor. Audio/Mix PS260 Nicole Pettigrew, sound designer & engineer. Color Royal Muster Roslyn Di Sisto, colorist; Matthew Fulton, producer. Finishing PS260 Yoko Lytle, finishing producer; Jared Pollack, Mark Popham, Stephanie Isaacson, Christopher Kimura-Brown, Flame artists; Devon Fabulian, graphics artist. Music Singing Serpent Dennis Culp, exec producer; Jon Spencer, creative director; Beks Johnson, associate producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
