The Drum Awards Festival - Extended Deadline

-d -h -min -sec


By Audrey Kemp, LA Reporter

August 22, 2023 | 3 min read

The fitness brand’s commercial debut, ‘A Strength that Sets You Free,’ was directed by Loren Denis and filmed by La La Land cinematographer Linus Sandgren.

Pvolve, a self-identified functional fitness brand, has today launched its first global ad campaign, helmed by Jennifer Aniston.

In ‘A Strength that Sets You Free,’ the world-renowned actor and producer uses an array of Pvolve’s proprietary equipment, like the Pband, Slant Board, Precision Mat, Pball and P3 Trainer, demonstrating the benefits of the so-called ’Pvolve Method.’

Powered by AI

Explore frequently asked questions

According to the brand, the Pvolve Method combines low-impact functional movement, like standing and walking, with resistance-based equipment to improve overall strength, coordination, mobility and postural alignment. In the ad, Aniston shares first-hand how the method helps her feel stronger than ever before, embodying the brand’s tagline.

Creative agency 72andSunny led the campaign, with the commercial filmed in Los Angeles and directed by Loren Denis, who is known for her previous work for Rayban and Eastpak. Meanwhile, Linus Sandgren, who won an Academy Award for his cinematography on La La Land, served as the project’s director of photography and celebrity photographer Zoey Grossman, known for photographing stars like Bella Hadid to Zendaya, assisted.

“We’ve been anticipating the launch of our global campaign and are incredibly proud to share it today with consumers everywhere,” said Rachel Katzman, founder of Pvolve. “This campaign emulates the strength people get when they engage in the transformational Pvolve Method – a type of strength that is all-encompassing, empowering, enduring and freeing, and one that builds a mind-body connection with functional, mental and emotional benefits no matter your fitness level or age.”

Pvolve’s campaign goes live today on national cable TV and streaming platforms such as Hulu and Peacock, among others.

There are just a few weeks left to submit your entries for The Drum Awards for Creativity. Categories are open for craft, campaigns, companies and people.

Creative Celebrity Endorsement Creative Works

More from Creative

View all