As COVID-19 swept the United States, businesses and their agencies were forced to pivot and find a way to stay relevant and productive as the nation started to shut down.

On March 13th we got a call from the team at Barkley to help their Planet Fitness client do just that. With gyms closing and people staying home, Barkley’s idea was to broadcast a daily “Work-In” on Facebook Live that was free to anyone who wanted to get up and move during quarantine.

The concept was challenging. It was creative. It was urgent. And most importantly, it was exactly what people needed during a time of chaos. Here’s an inside look at how we did it.

Timing is Everything

We got the green light on Saturday, March 14th and worked through the weekend to go live on Monday the 16th. It was the fastest pre-pro in AWS history.

Thanks to our amazing crew, talent, and agency collaboration, the first broadcast was a huge success. People tuned in from all over the world applauding Planet Fitness with live comments throughout the broadcast.

Our talent was also able to reply with real-time shout-outs. “Taylor in Michigan, I’m high-fiving you!!”

We continued broadcasting daily. As the week progressed celebrities started coming on-board to lead our Work-Ins.

The positive message of “United We Move,” really resonated with people amidst all the negative news coverage. By the end of the first week the campaign had surpassed 3 million views and was featured on Good Morning America, CBS This Morning with Gayle King, USA Today, and many other media outlets.

Production

Government regulations during this time were changing rapidly, which added a whole new layer to our production approach. Our safety standards were through the roof and each day our already lean crew started shrinking to comply with the statewide restrictions. 

We knew moving to remote production was only a matter of time and by that Saturday, March 21st, just five days after the launch, the first 100% remote broadcast became a reality. 

To limit the possible technical issues, Director Austin Walsh turned talent and led the Work-In from his living room along with his family. Using Skype to communicate with a Barkley engineer, FaceTime with the creatives, and Facebook Live to film the workout, it worked. 

The remote in-home Work-Ins continue to this day, partnering with trainers, celebrities, mascots, and even Doug the Pug to keep #UnitedWeMove alive and well during the pandemic.