I'm Hunter Savage.
I Make Words Sound Nice.
Lifestyle Family Fitness
This was a really rewarding campaign that I got to work on. The client wanted to focus on expanding the help within their gym. We worked through ideas for a couple of weeks, and in the end went with a simple message and whimsical execution. The tagline "A Helping Hand Makes All the Difference" was meant to speak to those who had been to the gym and failed.
We wanted to keep the imagery away from traditional hardbodies, but also had to stand out from the "We're Just Like You" gym set. The result was an execution that brought in a literal helping hand to change the message from a negative to a positive one.
Print Work
 Behind the ScenesWe had a low budget, so we made it work. This involved a great deal of testing, resetting, and patience before we were finally able to shoot an ad. |  From obscurity on construction paper to finished ad. |  Pump It UpThe helping hand always changed the message. Pretty much as un-hard-body as you can get. |
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 BillboardI got to work fabulous into a headline. Finally. |  1/3 page newspaper ad |
We were stalled on TV (the client rejected round after round of what we proposed). There was a hail mary meeting sports reference and someone suggested the Yo Momma bit. Client watered it down, and here's where we ended up. Proof that sometimes a good idea can have a bad execution.
We cast the kid at the end because his delivery was hilarious (and because he had a really rad name). At one point between shots, he serenaded a rapt crowd of set parents with "I Believe I Can Fly" by R. Kelly, and it was glorious.
Radio was fun. It's not often I get to give "Alpha bros yelling in meathead voice" as a casting note.