Venables Bell & Partners has teamed with director Diego Contreras of Bullitt on a new series of Reebok films which champion the hard work and physicality that lead people to more enriched lives, and celebrate the value of human connection. 

Hands, the first short in the series, is a gritty examination of people pushing their bodies to their physical limits, through the tight framing of their beaten hands. 

The series is the latest evolution of the brand’s Be More Human rally cry, which encourages people to be the best possible version of themselves physically, mentally and socially, continuing Reebok’s mission to change how people perceive and experience fitness.

To celebrate the launch, thousands of ReebokONE trainers will be available across 10 U.S. cities from Tuesday, Jan. 17, to Friday, Jan. 20, offering workouts in exchange for a simple handshake as a way to physically and socially connect people through fitness. Consumers will be able to book a free workout through new trainer-on-demand app Handstand in New York City, Los Angeles, Boston, Dallas, Washington D.C., Philadelphia, San Francisco, Chicago, Seattle and Miami and participate in the session anytime during January. 

The ReebokONE network is a global community of more than 100,000 trainers, each dedicated to improving people’s lives through fitness. With the average price of a personal one-hour workout at an estimated $50, over the course of the four-day movement Reebok will provide up to $250,000 worth of free training sessions. 

Credits

Client Reebok Agency Venables Bell & Partners Paul Venables, founder/chairman; Will McGinness, executive creative director; Tom Scharpf, creative director; Aisha Hakim, art director; Jimmy Burton, copywriter; Michael Davidson, head of strategy; Jodi Shelley, group strategy director; Jake Bayham, sr. brand strategist; Craig Allen, director of integrated production; Peter Blitzer, executive producer; Julia Oetker-Kast, assistant producer. Production Bullitt Diego Contreras, director; Guillermo Garza, DP; Luke Ricci, exec producer; Jon Dawes, producer. Editorial Whitehouse Post Sam gunn, editor; Joni Williams, exec producer; Leahy Carnahan, producer; Devon Bradbury, jr. editor; Brad Dupuie, assistant editor. Visual Effects Carbon VFX Matthew McManus, exec producer; Devon Irete, producer; Pete Mayor, Flame artist; Jim Gomez, Flame assistant. Sound Design 740 Sound Songs for Film & TV Music RIVVRS, “Walk In The Wild” Audio Post One Union Joaby Deal, mixer; Lauren Mask, exec producer. Color Company 3 Tom Poole, colorist; Clare Movshon, color producer.

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