A Custom LED Environment that Became a Canvas for Life Time's Rebrand
For Life Time’s rebrand to land, it needed more than a campaign. It needed a canvas. So we built one. From the ground up, PIRANHA developed a fully modular, LED-based production stage — custom calibrated to the brand’s new color system and designed to move as fluidly as the bodies it would capture.
Over eight shoot days, across 20 distinct class environments and 135 on-camera talent, we transformed that stage into a living expression of the Life Time brand. Light shifted by the minute. Motion was mapped with intention. We captured the sweat, breath, and rhythm of each workout — not as static ads, but as immersive moments designed to meet members across every channel.
This wasn’t just a shoot. It was a flagship.
Piranha played architect, choreographer, and creative accelerator — merging brand vision with production precision. What we delivered wasn’t just a suite of videos, but a scalable storytelling platform. One built to evolve with the brand, support future content, and stand up to the polish of luxury lifestyle.