Precor AMT Launch Video

We created this high-energy video to support the launch of Precor's updated AMT exercise machine.

Precor wanted to demonstrate that their glute-focused AMT machine can deliver the kind of intense workout that can satisfy the most demanding fitness-obsessed exercisers.

How do you show that a product is pushing people to their limits without being unintentionally weird about it? How do we show just how challenging the updated AMT can be, while conveying the idea that this challenge is 1) a good thing; and 2) completely under the exerciser's control?

The answer is, of course, sweat. During the production, we made sure to have hair & makeup apply a liberal dose of water (aka "fake sweat") to the fitness model during filming. We took care to capture shots that showed the intensity of the workout as well as the sweaty aftermath of the cooldown. Then we edited the video using an energetic, extremely fast-paced style. The result is a video that conveys the grit and grind of a high-intensity workout as well as those satisfying moments of sweaty, post-workout exhaustion.