A promotional film for a leading fitness club provider in North Germany: “Kingdom of Sports”. To interest new target groups in fitness, we highlighted the negative effects of being out of shape.

The film is set in a hotel room. We see an obese man who wakes up on the sofa. He looks down at his huge belly, over which a tight shirt is stretched. His shirt is gaping at the stomach – a button is missing. He then looks over to a woman, who is lying dead on the floor. She has a gunshot wound to the head. He then looks back with dismay at his missing button. Fade in text: “Fat kills. Kill fat.”

The film was screened nationally as part of a cinema campaign and circulated via Youtube, Vimeo and all social media channels of “Kingdom of Sports”.