FITXR & Uncommon Redefine Home Fitness through Immersive VR Exercise in Launch Campaign

Working out has looked the same for way too long. Waking up at 6am? Getting naked in public? Burpees on repeat? No way.

Workouts for Everyone — Hero Film

Introducing FITXR — a genuine revolution changing the game in fitness and bringing back some much-needed fun to working out. FITXR offers virtual reality-based workouts designed by professional instructors combined with elements of gamification, so players have fun whilst burning calories. Uncommon Creative Studio echo this defining new product in a striking first campaign for the brand. FITXR appointed Uncommon following a competitive pitch in June 2020 to help launch the brand in the U.S.

Nils Leonard, Co-founder, Uncommon said: “The fitness industry globally take’s itself way too seriously. It needed a good hose down. FITXR are an incredible force, ready to challenge the industry as it is and make something that actually works for everyone. We loved helping shape this US launch and giving the tragic tropes of this industry a painful workout as we went.”

Uncommon bring to life the world of working out with FITXR in hilarious new work, peppered with zany and unexpected animation, set to a fast-paced heavy metal track. The film emphasises the seriousness of the fitness industry today with each scene signifying a parody of working out. From vomming protein shakes, fake smiles in group classes to Poseidon himself making an appearance as an unbeatable weightlift target. The film expresses the insanity of the extreme workouts we do on a daily basis — exposing just how unpleasant and far away from a heart emoji they can be — making us question why we put ourselves through the torture.

A painful sit-up fuelled scream stops us in our tracks to the see a whole new way of working out — FITXR — swapping torture for fun.

Shelly Pearce, CMO, FITXR added: “We believe that the future of fitness is playing anywhere, anytime. It’s about losing track of time whilst you play. Even if you love to train, it can feel boring and unrewarding. FITXR removes the ‘no pain no gain’ mantra and helps make exercise enjoyable, bringing the energy of group fitness classes to your home. We’re so excited to share Uncommon’s thinking and vision of the FITXR world of working out.”

The film was directed by Chris Boyle through Private Island — a production studio that specialises in creating disruptive animation and live-action content. The work will launch on 12th October across online, digital and social in the U.S., with plans to further launch in wider markets including the UK.


Campaign Name: Workouts for Everyone

Client: FITXR

Creative Studio: Uncommon Creative Studio

Director: Chris Boyle

Production Company: Private Island

Executive Producer: Helen Power

Edit & Post: Private Island

Sound Designer & Mixer: Tom Pugh at GCRS

Music Supervision: String and Tins

Voice Over Artist: D-Jukes (Wake The Town)



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Uncommon Creative Studio

Uncommon Creative Studio


Uncommon is a creative studio building brands that people in the real world actually wish existed.