The Big Issue and Citroen are driving change for good
Fight Gravity’s latest production captures an authentic and moving story about what lies beyond fitness, as director Lorenzo Sorbini redefines ageing in his contribution to the Driving Change For Good campaign.
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At first glance, Carl Davis’ fitness enterprise may seem like just another community workout class with dumbbells, steps, and upbeat tunes. But if you look closely, what Lorenzo Sorbini describes as the “heart and soul” of the story becomes unmissable.
The participants of Carl Davis’ workout sessions are over 50, some well over, but that doesn’t mean they’re ever missing in action. This is what makes Living in Fitness a social enterprise that redefines aging one fitness class at a time. The movements are gentle, and the pace is steady, yet the room buzzes with effort and purpose. This same energy is captured by Sorbini’s video for The Big Issue x Citroën as part of their Driving Change For Good campaign.
The film follows Davis, founder of Living in Fitness, whose passion for fitness and inclusivity is deeply personal. After growing up in a low-income household and serving time in prison as a teenager, Davis channelled his lived experiences into a tangible and rewarding outcome. His social enterprise focuses on creating inclusive exercise classes for older adults across Oxfordshire. However, as Sorbini makes clear, Davis' work extends beyond physical activity, and the final product truly showcases how Davis makes his services go “beyond fitness” for the older community. Sorbini comments on how he “immediately understood that fitness was just a decoy: a way to talk about something deeper. This is a story about the empowerment of ageing, but also a broader reflection on society."
Credits
View on- Agency Publicis/LONDON
- Production Company Fight Gravity Films
- Director Lorenzo Sorbini
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Credits
View on- Agency Publicis/LONDON
- Production Company Fight Gravity Films
- Director Lorenzo Sorbini
- Executive Producer Paul Cheung
- Color Coffee & TV
- Colorist Tash Hicks
- Producer Al Eales
- DP Will Billany
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Publicis/LONDON
- Production Company Fight Gravity Films
- Director Lorenzo Sorbini
- Executive Producer Paul Cheung
- Color Coffee & TV
- Colorist Tash Hicks
- Producer Al Eales
- DP Will Billany
Sorbini’s vision for the campaign was clear; his choice to employ a 4:3 format allows for a condensed visual space where he can put characters “on a pedestal” and exclude surrounding distractions. By blending shots of handheld intimacy and composed stillness, Beyond Fitness allows its cast to take centre stage, making the speed-obsessed world question why older people are often overlooked as non-productive assets within its current system. It portrays its main characters as individuals, rather than as stereotypes, and mirrors Davis' mission of uplifting their sense of purpose and dignity.
“Working with an older cast is all about taking the time to get to know them and, most importantly, to listen to their stories,” says Sorbini. Influenced by his upbringing with six grandparents, he captures intimate moments by obtaining the cast’s trust and letting them dance it out. An especially memorable moment for Sorbini was when some of the older cast members agreed to dance on their own; he describes it as “incredibly emotional and touching” as they “let go of their worries, labels, and inhibitions and just danced.”
Among the raw and comforting feel crafted in the film, Sorbini was tasked with incorporating the essential elements of the Driving Change For Good campaign that were crucial for Living in Fitness’s growth. Sorbini managed to find his balance between storytelling and brand messaging. He explains that “there’s a fine line between fiction and reality that, if crossed, can break the magic of the story.” Instead of focusing on product placement, Beyond Fitness seamlessly integrates the Citroën ë-Berlingo van, loaned to Davis through the campaign, as a natural part of Davis’ routine, thereby folding it into the visual narrative.
At its core, Sorbini’s quiet yet powerful take on the intangible benefits of fitness, combined with Davis’ social enterprise, is what makes this campaign spot truly special. Beyond Fitness is a touching and memorable piece that embodies the optimistic spirit of the societal impact the Big Issue x Citroën partnership aims to achieve through their collaboration. Sorbini finishes by expressing that he hopes for the piece to exude “a message of hope” and serve as “a reminder to pay more attention to those around us, especially the older generation. They are people, just like us.”
