A fast-growing fitness startup, Resistance in Rotation approached us with a major launch on the horizon. They were preparing to release a fitness product called, The CUBB Modular, an at-home all in one workout bar that utilizes rotation based movements for a better muscle activation. They needed a compelling suite of videos to anchor their marketing strategy and bolster their website. They also needed product photography for their online store. They had no assets, just a great product and a desire to make a bold entrance in a highly competitive space.

Their ask:

• One high impact brand/product video to define the product’s identity and inspire trust
• One unboxing video to generate buzz and demonstrate value
• 12 engaging and informative workout videos featuring the CUBB Modular in use
• A library of product photography for their online store
• A series of vertical social cutdowns to teach the launch and drive discovery across platforms

They were ready to go all in on video and photo assets for their product brand.

The Unboxing Video

• The team went to work to build a studio set for the founder to perform the unboxing and provide context and build instructions for every step of the CUBB Modular’s unboxing and set up. With lights, sound, and multiple cameras, SILO Productions shot and edited the unboxing first and set the precedent for all aspects of planning, strategy, production, and editing.

The CUBB Modular Product Video

• SILO Productions planned and produced a 90 second product video designed for the homepage of Resistance In Rotation’s website. We scripted a voice over and developed a shotlist for a studio shoot day and a gym location shoot day. We acquired all assets along with the workout video footage in 2 production days: 1 in studio and one on location. Our post production team worked with a voice over professional and cut the video to the client’s specifications.

12 Workout Videos

• SILO Productions directed and produced a series of full-body workouts that demonstrated the product in real use cases. These weren’t just workouts, they were proof of performance. SILO Productions produced the scripts, built the sets, shot every workout in our local studio, Day1 Studios, and sources fitness ambassadors from our local gym as well. We shot all workout videos in one studio day and edited the fitness videos with voice over and animated graphics to give the viewer a comprehensive understand of the how to.

Vertical Social Cutdowns

• From the main brand video and workout shoots, we created a series of vertical micro-edits for instagram and YouTube. These included teaser clips, quick tips, product highlights.

Online Store Photography

• SILO Productions took each product and set up another studio set to take product photography of every piece of equipment and variation of The CUBB Modular.

This project delivered far more than just videos, it became the foundation for a scalable content engine.

Key Outcomes:

• Client was thrilled with how the video represented the brand and their perspective of the product. Client and focus group audiences emotionally resonated with the brand video and felt the workout videos were thorough and informative.
• Increase in average time on landing page and site thanks to embedded videosHigher social engagement rates
• Better visuals for online store leading to easier sells of product
• Evergreen content library for retargeting, community building, and education

“F*cking awesome!”

 – Joe Kinnedy, Owner Resistance in Rotation

Because great video isn’t seen, it’s repurposed.

We don’t just shoot video. We build multi-platform content suites designed to stretch across your entire marketing ecosystem. Whether you’re launching a fitness product, an app, or an eCommerce brand, what you really need is an always-on content machine.

Let’s build yours.