10 Hours. 15 Products. 1 Vision. Behind the Scenes of the Cult Sport Dumbbell Campaign
When Cult Sport approached us for a high-energy product shoot for their new line of dumbbells, the challenge was clear: create a compelling visual campaign, with multiple deliverables, in just 10 hours.
From choreography and creative direction to lighting, AI assistance, and last-minute set tweaks, this was more than a shoot. It was a live test of speed, synergy, and smart production. And yes, ChatGPT played a role too.
Here's how French Fries Films pulled it off.
The Maiden Challenge: Orchestrating Chaos
Picture this: Two fitness models, three product categories, 15 distinct dumbbell SKUs, and a laundry list of deliverables — all needing both photography and videography, simultaneously. Every shot had to be clear, consistent, and campaign-worthy.
The biggest challenge? Directing motion and stills in parallel — like choreographing a dance between camera rigs, models, light changes, and wardrobe. This is where professional video production expertise becomes crucial for brand film success.
The Cult Sport Team: Clarity in Vision
Working with the Cult Sport team was a dream. They came in with a clear brief, knowing exactly what they wanted:
Client Vision & Requirements
Cult Sport team had a clear, detailed vision for the shoot.
Required a home-gym aesthetic: warm, authentic, and product-focused.
Emphasis on a space that feels lived-in, aligning with their consumer base.
Technical Setup: The Right Tools for the Job
Camera & Lenses Used: We used the Fujifilm X-H2S paired with Sigma Art lenses for this shoot. This combo gave us a cinematic, high-quality output with rich details and smooth depth, exactly what you need for commercial video production that stands out.
Open Gate Sensor Tech: The X-H2S features an "open gate" sensor, which lets you shoot using the entire sensor area (3:2 aspect ratio). This gives more room to crop vertically or horizontally in post, making it ideal for creating both horizontal and vertical content from the same footage. For video production companies handling multi-format deliverables, this technology is a game-changer.
Creative Direction: Subtle Style, Bold Product
We had to strike a delicate balance: Keep the models expressive and active, while making the product the hero of every frame.
The answer? A minimalist styling approach:
Solid-color outfits to provide contrast
Muted, neutral makeup to maintain focus
Soft backdrops that let the dumbbells pop
Every movement, every shot was engineered to shift the viewer's attention to the product, without losing the human touch. This approach is what separates professional video production from amateur content
The Plot Twist: A Shift in Plans (and Light)
Mid-shoot, we faced an unexpected twist. Instead of resetting the studio for every new product line, we adapted the space on the fly — rotating set pieces, adjusting props, and utilizing the setting sun to naturally change the vibe.
What seemed like a hiccup turned into a time and budget-saving move that elevated the storytelling. As light shifted, so did the mood — from morning hustle to evening calm, mirroring a real at-home workout experience. This kind of adaptability is what Delhi NCR video production professionals bring to every project.
The AI Advantage: Smart Work Over Hard Work
Yes, we used AI — and no, we're not shy about it.
With the help of ChatGPT and Muse Pro plugins, we streamlined our screenplay, storyboard, lighting breakdowns, and even camera movement suggestions.
What used to take 4–5 hours of pre-production took just minutes. The result? A tighter workflow, a more precise shoot plan, and more time to focus on execution.
AI didn't just assist — it became a creative partner, helping us visualize, refine, and optimize in real time. Modern video production services are embracing these tools to deliver better results faster.
Key Takeaways for Your Next Production:
✅ Clear briefs save time — Work with clients who know their vision
✅ Tech matters — The right camera setup can make or break multi-format content
✅ Flexibility wins — Adapt to challenges instead of fighting them
✅ AI is your friend — Use it to streamline pre-production and focus on creativity
✅ Location choice impacts everything — Pick spaces that serve your story
The Result: Mission Accomplished
The Cult Sport dumbbell campaign was delivered on time, within budget, and exceeded expectations. The brand films we created captured the authentic home-gym aesthetic the client envisioned while showcasing each of the 15 SKUs with cinematic quality.
A huge shout-out to the epic team that made this 10-hour marathon possible:
Our video production team included:
Creative Director: Ravneet Oberoi
Producer: Karuna Oberoi
Production Coordinator: Paras Kumar
Cinematographer: Bharat Kumar
Photographer: Agamya Khurana
Editor: Gagan Kumar & Abhishek Sharma
Makeup Artist: Bhavisha
Actors: Umesh & Alankrita
