Commercial Film | 30–40 Seconds | 2022
Writer & Director: Naqmeh Hashemi
PROJECT OVERVIEW
Created for Nava Fitness Club, this commercial explores the emotional transformation that exercise can bring, presenting fitness as more than a physical routine: an escape into a more vibrant, energized state of mind.
The film begins in a black-and-white world, where the protagonist moves through the gym in a subdued, almost lifeless atmosphere. As she prepares to exercise, a countdown triggers a dramatic transition into color, marking the beginning of her transformation.
Each workout becomes a visual bridge between the gym and the natural world. Cycling evokes the freedom of riding through open landscapes, running becomes a journey along a lush forest trail, and weightlifting unfolds against a sunlit, garden-like setting.
Through visual metaphors, match cuts, motion-driven transitions, and expressive color, the commercial transforms an everyday fitness routine into an uplifting cinematic experience. The central idea positions Nava Fitness Club as a space where movement reconnects people with energy, vitality, and a renewed sense of possibility.
CREATIVE CONCEPT & VISUAL APPROACH
The central concept is built around the transition from monochrome to color, using visual transformation to express an internal emotional shift.
The opening sequences rely on stillness, restrained imagery, close-ups, and the rhythmic sound of a ticking clock to establish anticipation. The countdown creates a clear narrative turning point, after which color, movement, and more expressive imagery take over.
Match cuts and motion transitions connect indoor workout movements with outdoor landscapes, allowing each exercise to become an imagined experience beyond the gym. The contrast between the controlled gym environment and the openness of nature reinforces the film’s central message: exercise can change not only how we move, but how we feel.
MY ROLE & CONTRIBUTION
Writer · Director
- Developed the core concept and visual metaphor.
- Wrote the commercial script and structured its narrative progression.
- Created the storyboard to plan key shots and transitions.
- Directed the performance and visual execution.
- Shaped the film’s progression from a monochromatic opening to a vibrant, energetic conclusion.
SCRIPT & STORYBOARD
The commercial follows a three-part structure:
01. Start | Anticipation
The protagonist sits alone in a monochromatic gym. Close-ups of her smartwatch, shoes, equipment, and hands build rhythm and anticipation. A countdown culminates in a transition from black and white to full color.
02. Middle | Transformation
The protagonist begins exercising, and the gym becomes a gateway to imagined outdoor environments. Cycling, running, and weightlifting are connected to open landscapes, forest trails, and sunlit greenery through match cuts and movement-based transitions.
03. End | Resolution
The film returns to the opening composition, now transformed by color and energy. The protagonist finishes her workout, rises with renewed confidence, and leaves the frame as the Nava Fitness Club logo appears.
PRODUCTION DETAILS
- Client: Nava Fitness Club
- Project Type: Commercial Spot
- Duration: 30–40 seconds
- Genre: Fitness & Lifestyle Advertising
- Format: Narrative-Driven Commercial
- Production Year: 2022
CREDITS
Writer & Director: Naqmeh Hashemi
Cinematographer: Arman Nasiri
Photographer: Helia Etaati
Editor & Colorist: Hanieh Babadi
Actor: Bahareh Pooya
GALLERY
