F45

F45 is one of the most recognisable names in fitness - but in a crowded category, people still weren’t sure what made it different, or whether it was right for them.

They didn’t need a rebrand. They needed a clearer way to show what F45 really offers - and why it works for real people.

We partnered with F45 to create ‘That’s why I F45’ - a campaign built on genuine stories from across the community.

We spoke with members, trainers and franchise owners to uncover what keeps them coming back - whether it’s strength, headspace, or 45 minutes of something just for them.

Together with I Want It Yesterday, we captured UGC-style content that felt raw, real, and relatable.

The campaign gave Aussies an authentic insight into F45 - showcasing why so many Aussies continue to walk through its doors.