Umbro sets mental wellbeing drive in motion with Common Ground
Umbro emphasizes the importance of movement for mental and physical health in a high-octane partnership with Common Ground.
Umbro sets mental wellbeing drive in motion with Common Ground
‘It’s a Training Thing’ sees the sportswear brand extend the importance of physical activity from the sports field to everyday life, instructing audiences how to make the most of their lives through the magic of film and photography.
Following ordinary people who train to improve their mental state the work follows the journeys of a runner and a bodybuilder as they put their bodies to work in pursuit of self-improvement.
Umbro, It's a Training Thing: Alex from Common Ground on Vimeo.
Common Ground director and photographer, Chris Baker said: “Training with some of the world’s leading practitioners has taught me how much training can do for one's life. In these films, we captured how training builds resilience, promotes self-development, and fosters community connection. Our collaboration with Umbro allowed us to look beyond physical training, providing inspiration and hope for others.”
Helene Hope, head of global brand marketing at Umbro adds: “Telling stories of real people sits at the heart of our brand strategy, and so we were keen to find collaborators, who shared the same vision. We could not have found a better partner to bring their unique storytelling approach to the project – a truthful, empathetic and visually beautiful approach.”
Among the individuals featured is Alex, a long-distance runner who hits the road as a meditation tool. He is joined by Emily, a bodybuilder and personal trainer who feels a weight lift off her shoulders when working out.
Umbro, It's a Training Thing: Alex from Common Ground on Vimeo.
Credits
Client: Umbro
Head of global creative: Aaron Groves
Director/photographer: Chris Baker
Creative director: Mat Bend
Narrative director: James Shaw
Producer: Janice Carrie
DOP: Thomas Wootton
2nd Cam: Harvey Gibson
Digital operator/lighting tech: Will Richards
Editor: Will Cole
Colourist: Nick Watson
Stylist: Tilly Hardy