THE NIGHT CLUB - POWERED BY GYMSHARK
The Night Club is a women’s-only run club founded by Gymshark athlete Lily Sabri, created to build a strong sense of community through movement and shared experience. The objective of this project was to support a multi-country tour with a cohesive content strategy and high-quality visual output that could be used across social, digital, and brand channels.
The Night Club tour spanned five countries and seven events, requiring a structured approach to ensure consistency across multiple locations while still capturing the energy and individuality of each event.
Working alongside photographer Ronnie, who was commissioned to cover the tour, we were brought in to support content strategy development and video capture. The goal was to create a scalable content system that would allow each event to be documented effectively while aligning with both Lily’s personal brand and Gymshark’s wider marketing.
Each location required a dedicated wrap-up video alongside a large bank of imagery, designed for use across Lily’s social platforms, The Night Club channels, and Gymshark’s social media and website.
WATCH ALL EUROPE TOUR VIDEOS
01 LONDON
02 MANCHESTER
03 DUBLIN
04 AMSTERDAM
05 BERLIN
06 BARCELONA
07 LONDON FINALE
GYMSHARK USAGE
PRE-PRODUCTION PROCESS
Pre-production was approached with a strong emphasis on structure, scalability, and creative alignment across all locations. Given the multi-country nature of the tour, it was essential to establish a clear framework that would ensure consistency in output while allowing each event to be unique and distinguishable,
Our agency led the development of an in-depth content strategy document, designed to guide the full production process. This outlined key content pillars, platform-specific deliverables, and the overall narrative approach, ensuring that all content captured would serve both immediate social media needs and longer-term brand use across Lily’s platforms, The Night Club channels, and Gymshark’s wider ecosystem.
In parallel, we worked closely alongside the wider creative team to produce a detailed and considered shot list. This was carefully structured to align both video and photography outputs, ensuring consistency in framing, storytelling, and key moments captured across all seven events. The shot list balanced planned, high-priority content with the flexibility required to capture more organic, community-driven moments in real time.
This level of planning ensured everyone involved in the project was aligned ahead of the tour, streamlining on-the-ground production and enabling a cohesive visual and narrative output across multiple countries. The result was a well-orchestrated production approach that maintained both creative integrity and operational efficiency at scale.
