Virgin Active — Happily Ever Active

Role: Senior Art Director  /  Agency: VML

Overview

We helped Virgin Active to encourage a young, tech-savvy generation to lead happier, more active lives.

A redesigned virginactive.co.uk captured the spirit of the brand, while film and interactive content introduced specific Virgin Active offerings in engaging ways.

Making noise

To promote Virgin Active's range of unique exercise classes, I created a series of films that got under the skin of each class, communicating through sound the nuances that made them unique.

Working closely with a composer in Kansas City, sampled sounds were cut together to create unique and distinctive soundscapes for each class. The art direction of each film further communicated the tone and tempo of the sessions.

Family-friendly

Another key area was Virgin Active's family offering. I created an interactive experience to communicate everything the gyms have to offer for kids growing up, all the way from toddlers to teenagers.

Through the ages

A scrollable film experience tells the story of one young girl’s active life. From her first kick to her first hoop, the age ranges and activities reflected the kinds of classes and activities families can find in their local Virgin Active gym.

Everything created was devised to work seamlessly on a story-driven page for mums and dads to discover what’s on offer for their little ones.

My role

I was also responsible for art directing other key areas of the site. This included establishing a flexible design language and directing a number of still and film shoots.