During the workshop, James explained that being a good PT wasn’t about having a six-pack or being the strongest guy. It was about being someone his clients could trust, rely on and enjoy spending time with.

The idea actually came straight from James himself. While talking about his limitations as an athlete, he said, “There’s nothing extraordinary about James George.” We thought the phrase was really sticky, and it felt like the start of a poem, so we built the rest around sentiments from our workshop.

From there, it was about bringing the poem to life visually in a way that felt more like a short film than an ad.