I’ve been pondering your lovely creative treatment, and I’ve got a few thoughts below. The B&Q reference was particularly helpful, thank you.
As someone who’s up most mornings by 4:30am to hit the gym, I often catch myself thinking: Why on earth am I doing this again? The answer, is usually: because I want to get JACKED.
But deeper than that, it’s about health, resilience, and longevity, not just aesthetics or impressing anyone.
That feeling of ‘Why’ is something that I’d like to lean into with each of our main characters. There is a grit, determination and discipline that usually comes from people who ‘do’. You know? We can be authentic by showing that grit and warmth.
Even when we might be tired, when we ‘do’, when we leap into action, that’s when transformation happens.
Josh is a freelance director and cinematographer, working on commercial and content projects globally.