THE BRIEF
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Dynamo is taking its cycling classes online and launching Dynamo+. The problem is not making one film, it is making a new one every week: a session runs forty-five minutes, fresh ones are needed constantly, live and on replay, and each has to keep the energy of a class in the room. That cannot be rented one shoot at a time. It called for a permanent studio and a production line able to hold the pace.
OUR PLAYGROUND
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First Frame started by building the studio. Not renting one: designing and installing it to measure, with camera and sound equipment bought for the purpose and a set-up made to be operated every week without rebuilding it each time. Then the production line: a small, stable crew, production, art direction, directing, sound, make-up, editing, tuned to four sessions per half day. The whole thing was tested for a full week with the coaches before being industrialised, then renewed month after month, for live as much as on demand. Alongside it, the launch teaser: the brand’s type looping, the yellow and the black, and “ensemble, recréons l’étincelle” as the only promise.