Les Mills
Choose Happy

Agency: nice&frank
Chief Creative Officer: Laura Petruccelli
Art Director: Erica Stevens
Copywriter: Lucy Sandwick
Executive Producer: Benton Roman

Director: Andreas Nilsson
Cinematographer: Lasse Frank
Editor: Rich Orrick
VFX: Blacksmith

We wrote the worst sports commercial of all time to prove that dark warehouses, ethereal monologues, and toxic masculinity are officially dead. To subvert every industry cliché, we partnered with Ted Lasso’s Brett Goldstein to document a shift from the monochromatic 'grind' to the happiest place on Earth: New Zealand, the birthplace of Les Mills. It’s proof that fitness doesn’t have to be miserable to be effective. Choose Happy.