ABOUT THE PROJECT
CoolTone is a muscle-toning technology that defines and strengthens the abs, butt and thighs using magnetic muscle stimulation. For products like this, it’s easy for brands to fall into the ‘Before & After’ trap of disembodied torso close-ups, infomerical-esque graphics and functional physical benefits. 

So instead, we went the more human route. We scouted and casted real people who were into physical fitness — a badminton player, a Bharatanatyam dancer, a sprinter — and conceptualized the creative around them. Focusing on not just how their results looked post-treatment, but how it made them feel. Visually, we flooded the sets with cool-toned lighting to invoke the hi-tech vibes of the product and helped establish CoolTone as it’s own distinct brand.