Crank

Not every brief is a brand build. Crank already had the room: a sunrise spinning class on the rooftop skypool at Aura, one of the most recognisable views in Dubai. What it needed was content that made you feel the altitude, the light and the energy before you ever clipped in.

So we shot it that way: high intensity, low sun, the city still waking up below. Film and stills built for the feed content that doesn't explain the class, it makes you want to be in it. Because you don't book a workout. You book the feeling of being up there at 6am.