Created by Anorak and directed by Aspekt’s Daniel de Viciola, this campaign is a part of a major rebrand for SATS, the Nordic's largest fitness training centre chain. The concept Happy New You is not simply about working out, but what we get from working out to become a healthier, stronger you.

Director Daniel de Viciola imbues his approach and execution with the connective tissue of movement, implementing a visual language of movement forward, from above, and rotating which gives the very feeling and inspiration of moving yourself. Shot in Stockholm, Sweden and Lofoten, Norway, with DP Henning Sandström, the skilled team endeavoured to capture how real people work out, shooting on location despite challenging weather conditions, difficult angles, and capturing drone footage.