40 Years of Strength


Sorinex is the most sought after strength brand for professional teams, colleges, high schools and military bases. They design, build, and install weight lifting equipment into gyms all across the US and globally.

In honor of SORINEX’s 40th anniversary we were challenged with creating a video shoot that paid homage to their history of people, innovation, and service. To do that we built five different worlds inside a single location. Our main spot starts in a 1950’s styled scene and works it’s way through the decades to end in the modern-era with SORINEX’s CEO throwing around a lot of weight. Each era had it’s own unique lighting, hero talent, weightlifting equipement, and styling. To pull this off we filmed with two 6k RED cameras, a 12-foot motion control slider, and found a badass location in Richmond, VA. All of this was crammed into a one day shoot, and we are excited to share it with the world. Have a look below.

Other Deliverables

In addition to our main spot, we also crafted a 30-second cut, and the SORINEX in-house team crafted a longer 1:45 edit with the raw footage that they purchased the rights to.

Watch: Behind The Scenes #BTS

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