"One of the biggest challenges on the Gymshark project was the precision required for the VFX-driven storytelling. Since the film was built around the Sisyphus myth and relied heavily on seamless transitions between the gym world and the mountain world, every frame, movement, and camera angle had to be planned extremely carefully in advance. The visual effects only worked if the live action was executed with exact timing and consistency on set.
Another major challenge was producing both the motion campaign and the stills campaign simultaneously within a single shoot day. To make that possible, we had to build an extremely detailed shot list and production schedule beforehand. Every setup needed to serve multiple purposes while keeping the pace efficient without compromising the quality or ambition of the visuals." Alexis Belhumeur, director