Wellcom Sydney, a creative production agency, has recently crafted a brand campaign for ACERO, a premium fitness and personal training gym founded by celebrity trainer Jono Castano and chief executive office Amy Castano.
Despite garnering attention with a celebrity clientele, including Castano’s own prominent feature on the front cover of Men’s Health, ACERO is working to promote the gym’s broader focus beyond well-known figures.
In alignment with this brand messaging, ACERO has employed the brand platform “Realise Your Potential” through its partnership with Wellcom.
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The campaign comes soon after ACERO’s launch of a second location at the Fullerton Hotel Sydney in October 2023. Said Amy Castano, “Having Wellcom as our new strategic and creative partner brings our brand to life in a new and authentic way.”
The campaign, designed to convey both emotional sentiment as well as physical and mental strength, aspires to reflect the passion of ACERO’s founders.
Jono Castano added, “This is the first time we have presented the brand in this way. It is an honest reflection of our values and purpose.
“Life has a way of throwing challenges our way, but it is in those moments that I find the strength and determination to rise above.”
Wellcom general manager, Marnie Darren, elaborated on the rationale behind the campaign, “ACERO is unlike any other gym, and this campaign is a look behind the usual sweat and muscle to the empowerment that comes when you strive to be the very best version of yourself.”
Wellcom creative director, Oli Hammerton, stated, “We wanted to create a film that challenges the notion of a regular gym and what it means to feel strong, mentally, and physically.
“There is a quietness about this film, capturing moments that are louder than words. After all, the greatest risk we will ever take is to be seen as we truly are.”
Credits:
Client: ACERO
Creative production agency: Wellcom Sydney
Director: Oli Hammerton
Director of photographer and grade: Aravind Shanavaz
Producer: Braedy Neal
Music Supervision: Music Mill
Song: Makeshift Tourniquet by Vegyn
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Top Image: Amy Castano and Jono Castano