For the brand relaunch—coming after Meta acquired the business earlier this year—Supernatural traveled to Iceland, with Director Neels Castillon and production company RSA Films to fully capture what it means to jab, cross, squat and flow inside the Meta Quest headset.
Deciding to shoot the campaign on-location set in motion a whirlwind three weeks of pre-production, in tight partnership with the team at RSA Films, chosen for their proven expertise in capturing bodies in motion within nature.
“I’ve been a longtime fan of Chris Milk’s directorial work and VR art pieces, so it felt like a dream job when he and his team approached me to direct this campaign,” said Director, Neels Castillon. “When I first tried Supernatural, I was genuinely immersed in the landscape and had a fulfilling workout experience.”
“I wanted to convey as much of this emotion as possible within the commercial and was thrilled that we agreed to shoot the campaign in real-life breathtaking locations, because nothing compares to experiencing the power of nature, especially in Iceland. Working with Supernatural, with the support of my team at RSA and our Icelandic production partner, Comrade Films, we captured stunning footage – conveying the perfect blend of strong energy and poetic beauty that represents what Supernatural means to me.”
A New Framework for Fitness
Existing both squarely in the Fitness category and as a markedly different option within it, Supernatural is overhauling how we experience exercise and wellness, expanding and boldly redefining what it means to work out and our broader relationship to movement.
With the invitation of Unreal Fitness, Supernatural offers the masses an unparalleled way to achieve their goals, positioning the Meta Quest headset as a unique piece of fitness equipment.
“Like Peloton, Supernatural combines innovative hardware and an evolving content library into an accessible subscription model — it’s at the forefront of fitness and brings a new, more mainstream audience to VR,” said former-Peloton exec, and Supernatural’s Head of Marketing, Sapna Kirk. “Supernatural is for anyone who wants a workout that feels more like magic than anything else.”