Taylor James, a Tag company, was approached by Riester agency to help bring to life a character that would embody the essence of “Will Power” for their client, EōS Fitness.
Challenge
Taylor James, a Tag company, was approached by Riester agency to help bring to life a character that would embody the essence of “Will Power” for their client, EōS Fitness.
The brand wanted to create a memorable character that would embody this key trait of their current and future members and that could be repurposed across any media as well as easily adapted for future marketing needs.
The Solution
To bring EōS Fitness’s bold brand personality to life, the Tag Taylor James team and creative partner, Reister, created a fully animated campaign centered on a new CGI character: Will Power. Designed as the embodiment of inner strength, determination, and a dose of humor, Will Power has become the centerpiece of a multi-channel campaign aimed at inspiring people to overcome everyday obstacles and get to the gym with no excuses!
The creative strategy blended storytelling, design, and advanced CGI execution to produce a vibrant, emotionally resonant, and distinctly human character without using live action. The result was a charming, clay-inspired figure that captured attention across video and social platforms.
Key creative solutions included
Character Creation & Development: Developed Will Power from concept sketches to full 3D character, with a hand-crafted look to mimic clay animation, complete with fingerprint textures and soft, tactile details.
Full CGI Production: Leveraged CGI to achieve full control over animation, lighting, and environment, allowing more flexibility than traditional stop-motion or live action.
Narrative-Driven Content: Crafted a series of mini scenarios where Will Power overcomes comically exaggerated challenges (like being steamrolled by a tire or chased by a dog), visually reinforcing the brand message that nothing should stand in the way of your fitness goals.
Multi-Channel Creative Output: Produced a suite of assets, including a 30-second hero spot, 10-second cutdowns for social, stills, and key visuals to ensure the campaign worked cohesively across digital, social, and owned channels.
Brand Integration: Embedded the unique energy and inclusive spirit of EōS Fitness into the personality of Will Power, aligning visuals and messaging with the brand’s identity and appeal.
The Results
Social Engagement
- Nearly 70% of Instagram Reel engagement came from non-followers.
- On YouTube, 99% of views were from new users with a 90% watch-through rate
Improved Campaign Performance
Meta awareness campaigns featuring Will Power achieved a 50% higher CTR, 21% lower cost per membership purchase, and 9% lower cost per session year-over-year
New Audience Acquisition
- Over 50% of traffic to the EōS landing page and “Meet Will Power” blog post were new users
- Visitors engaged for 22–24 seconds per session
Creative Industry Recognition
- Campaign “Where There’s a Will” won (2) Gold and (1) Silver at the AAF Phoenix Awards
Innovating to Impact
Through a series of playful, narrative-led vignettes, Will Power tackled comically exaggerated challenges, humorously reinforcing the brand’s message: nothing should stand in the way of your fitness goals. Tag brought Will Power, a 3D character that embodied EōS Fitness’s energy and inclusivity, to life. Designed with a handcrafted, clay-inspired aesthetic, Will Power starred in a series of playful, CGI-driven vignettes where he humorously overcame exaggerated fitness challenges. The result: a relatable, narrative-led campaign that turned determination into a visual story.
dentsu B2B x Adobe: Driving high-intent leads with Dynami...
As businesses increasingly expect personalised digital experiences, marketing teams face the dual pressure of delivering tailored messaging at scale while keeping production efficient and on‑bra...
Range Rover Sport Launch
MKTG were tasked with creating an unforgettable 'Modern Luxury' experience in Sydney to celebrate the launch of the new Range Rover Sport to Australian dealers, investors, VIP customers and med...
Increasing Shopping Cart Conversion with Salesforce
M.J. Bale is an Australian-owned gentlemen’s clothier making garments of integrity for menof character.
The team has turned to Salesforce to ensure the digital customer experience is as f...
Fun and functional experiences go digital
For more than two decades, Funlab’s business has been the business of fun. Its venues across Australia and New Zealand serve up “competitive socialised experiences,” giving kids and adults recon...