We were approached by ILN to develop a suite of new content, including a brand film designed to highlight their new and improved nutrition supplements for experienced gym-goers and bodybuilders.
This type of brief is particularly exciting, as it allows us to push the boundaries of traditional casting to find that specific bodybuilding look that aligns with the brand’s audience. Initially, the casting process posed a challenge, as ILN’s target demographic - experienced, male, bodybuilders - are not typically represented in standard casting books. So, we expanded our search to include more of a "street" style casting approach, which helped us secure two great cast members: both active, competitive bodybuilders with extensive experience in training. Their skillset and background perfectly aligned with ILN’s brief.
In turn this really helped when it came to being on set, as they were both comfortable and well-versed in the gym environment. A bonus as well when it came to making the exercises portrayed in the content not only look authentic but also accurate.
The final result is a suite of content that feels both natural and authentic, that resonates with ILN’s core audience.