自分を、もっと楽しむ力を|Anytime Fitness
2026 / Brand Campaign
エニタイムフィットネスのブランドフィロソフィー「自分を、もっと楽しむ力を。」を、バスケットボールを通して描いたブランドフィルム。試合での失敗や葛藤、そして誰にも見られていない夜の自主練習。昼の試合と夜のコートやジムを対比させながら、一人のバスケットボールプレイヤーが自分自身と向き合い、挑戦を続ける姿を描いた。
SNSによって他者からの評価や承認が可視化される時代に、本作が光を当てたのは「誰も見ていない時間」。勝敗や結果ではなく、その裏側にある反復と継続こそが、自分を前へ進めていく。
合わせて、バスケ選手、ペインター、美容師それぞれの日常を、スタイリッシュかつ熱量あふれる世界観で表現したTV CMも公開。夢や目標に向かって前進しようとする人々が、エニタイムフィットネスを通じて心身を鍛え、自らの理想を実現していく姿を描いた。 [Media Orchestration] [Brand Engineering] [Emotional Storyteller]
2026 / Brand Campaign
A brand film for ANYTIME FITNESS, bringing its philosophy of empowering people to become who they aspire to be to life through basketball. The film follows a basketball player through setbacks and struggles in competition, as well as the unseen hours of training alone at night. By contrasting daytime games with nighttime practice on the court and in the gym, it portrays an athlete who keeps confronting himself and pushing forward.
In an age where social media makes recognition and validation constantly visible, the film turns its focus to the moments no one sees. Rather than victories or results, it celebrates the repetition and persistence behind growth—the quiet work that keeps us moving forward.
A TV commercial was also released, featuring a basketball player, a painter, and a hairstylist in their everyday lives, captured through stylish, energetic visuals. It portrays people pursuing their dreams and goals, building physical and mental strength through ANYTIME FITNESS as they strive to turn their aspirations into reality. [Media Orchestration] [Brand Engineering] [Emotional Storyteller]
Role: Creative Director / Planner
RELATED WORKS / ANYTIME FITNESS
2024 — Brand Campaign / Vol. 1
2025 — Brand Campaign / Vol. 2