WTF is OrangeTheory.
For those in the know, Orangetheory has a cult-like status with studios popping up all over America. After a major surge in new studio locations, supply began to exceed demand and the brand needed to reach the next generation of “oranges.”
There were a ton of misconceptions about the OTF experience that only the hard core “orange” superfans could address with real credibility. As an outspoken and contagious community, who obsessively share their OTF experiences on social, it was real members we turned to set the record straight
“WTF is OTF” captured live content from classes with superfans in LA. In a live studio format, partnering with sports directors, photographers and digital creators behind the camera, we documented the before, during and after experience, addressing head on the misconceptions that were holding the brand back from growing. The campaign ran across performance digital channels reaching multiple target audiences with video, display, carousels and a GIF series
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