To launch STRONG’s 21-day Build Your STRONG program, we created a cinematic campaign that speaks to the tension between intention and excuse. V1 Studios developed and produced a hero ad built around the real-life moments that challenge our consistency—like being stuck in traffic, staying late at work, or battling the internal voice that says “skip it today.”

Shot in everyday environments and designed to feel relatable yet aspirational, the campaign reminds viewers that strength isn’t just physical—it’s a decision you make when things get hard. This story-driven approach helped STRONG re-engage lapsed members and shift the focus from quick fixes to lasting habits.