Fitness app
GoJoe
Fitness app
GoJoe
The client
GoJoe
GoJoe is a fitness app designed to inspire and motivate people from all walks of life to stay active. Combining gamification with community-driven features, GoJoe creates a platform where the “ordinary Joe” can find encouragement, track progress, and celebrate their health and fitness journey. Their target audience includes individuals looking for an accessible, engaging way to incorporate activity into their daily lives, regardless of their fitness level.
The brief
Authentic and personal storytelling
GoJoe approached us with a vision to produce a user story video series. The aim was to showcase the authentic health and fitness journeys of their ‘super users’, highlighting what inspires them, the challenges they’ve overcome, and the impact of their achievements on their lives. While GoJoe’s platform plays a supportive role in these stories, it wasn’t
intended to be the focal point, ensuring the narrative remained personal and relatable.
Filming
Connection and meaning
We filmed on location in Brighton, Cambridge, and Hook, capturing three unique user stories from Kristin, Hannah, and Richard. Each location was carefully selected to reflect the personal and authentic nature of their journeys, incorporating meaningful backdrops that resonated with their individual stories. A key feature of the shoot was the use of drone footage which added a dynamic and cinematic layer to the storytelling. For Kristin, we captured her rollerblading along the Brighton seafront, emphasising her connection to the coastal environment. For Richard, the drone highlighted his local running routes in Hook, portraying a sense of community and accessibility.
Editing
Interviews and action shots
Our editing approach focused on storytelling. We used interwoven interviews and action shots to create a cohesive narrative for each user. The music selection was tailored to match the energy and tone of each story - uplifting and motivational to reflect the themes of personal achievement and perseverance. Transitions were smooth yet dynamic, ensuring a professional finish that maintained an authentic and relatable feel.
The result
High viewer engagement
By focusing on the individual stories of Kristin, Hannah, and Richard, we celebrated the health and fitness journeys of the ordinary Joe while subtly highlighting GoJoe’s supportive role. The videos were designed for maximum engagement, with vertical and horizontal formats catering to platforms like Instagram, Facebook, LinkedIn, and YouTube. Early feedback from GoJoe indicated high viewer engagement and positive responses from their audience
