Rhythm. Movement. Sweat. Lot’s of sweat.

The challenge of Let’s Work was to capture the vibe of what its like to really workout at Jabs. After all, not every gym is lit up with black lights with trainers yelling motivations over hip-hop beats.

To set the tone, director Nathanael Sherfield pre-composed a beat and the fed it into the trainer’s ear to match his cadence with the BPM. He wanted the pacing to feel like a sample, not VO – hence the glitching and repeating. The result is an ad alive with the rawness of interval training… a good start considering all the Korean BBQ and beer he claims to have consumed this year.