Social Creative
Production
Influencer & Talent
PR
Fitness First wanted to raise awareness of its BioAge proposition while challenging traditional perceptions of ageing. The task was to bring an abstract concept to life in a way that would cut through culture, spark conversation and position the brand as a credible voice in longevity and performance, not just aesthetics.
We turned aging into a live, unmissable moment. While pranking gym-goers at the same time.
At the heart of the campaign was a social experiment staged inside a real Fitness First gym.
Members were introduced to what appeared to be a frail elderly man, only for him to dramatically reveal extraordinary strength, agility and control moments later. The twist: the “elderly” man was calisthenics athlete Demetri Alvanis in full prosthetics.
This unexpected transformation created a powerful visual metaphor for BioAge, showing that how old your body feels doesn’t have to match your actual age. By capturing genuine reactions in real time, we created a piece of content that felt human, surprising and inherently shareable.
To amplify the idea, we supported the stunt with research into public perceptions of aging, giving the media a strong, credible hook to drive coverage and position Fitness First at the centre of the conversation.
The content hit 80 shares, 76 comments and over 554 likes within 24 hours of publishing, out performing typical Fitness First benchmarks, with the prank-style video format and talent collaboration helping extend reach beyond the brand’s existing audience.
As it snowballed into earned media coverage, we generated 246 pieces of coverage, securing widespread pickup across national and regional media, including Daily Mirror, Daily Star, WalesOnline, The Herald, South Wales Argus and Glasgow Times, demonstrating strong regional traction alongside national and social visibility.
Crucially, the campaign demonstrated the power of combining a simple but striking social creative idea with a credible research backbone, turning a fitness proposition into a cultural conversation around ageing, perception and performance.
