Future is a digital fitness platform combining expert human coaching with adaptive technology to deliver highly personalized training programs. Working with Future’s internal marketing team during a pivotal brand transition, with rebrand work led by Manual Creative, we evolved the brand’s social presence, campaign thinking, and creative systems that carried the rebrand into the world.
ROLE
Creative Strategist + Producer
SCOPE OF WORK
Campaign concepts and development
Social strategy and content planning
Brand and product storytelling
Short-form video direction, editing, and design
Creative production and project management
The Launch
IMPACT:
1M+ Views
across Train for Life and the Future AI Coach Teaser
23K Interactions
generated during the launch window
13K+ New follows
directly attributed to launch posts
80% Email Open Rate
hitting a 4× industry benchmark
The rebrand introduced two distinct app experiences: Future Pro, powered by real personal trainers, and Future, guided by an adaptive AI coach. More than a product expansion, it was a shift in who Future was talking to — moving away from peak-performance aesthetics toward something more inclusive, more human, and more reflective of everyday people trying to build lasting health habits.
The full launch spanned every touchpoint — a refreshed website, updated coach profiles and individual pages, a Future Pro app explainer video, an email campaign, organic and paid social, growth ads, and a fully rebuilt Instagram grid. Train for Life and the Future AI Coach Teaser videos were the hero pieces tying it all together, introducing not just two new products but a whole new point of view on what a fitness brand could look and feel like.
SOCIAL GROWTH
As part of an internal effort to build a more consistent content engine, Instagram was prioritized as the primary channel for brand awareness and engagement. Through campaign planning and structured content series, the audience grew from 27,000 to 52,600 followers between September 2025 and March 2026, achieving ~95% growth in just six months.
GROWTH ADS
To support user acquisition, growth ad creative was shot, produced, and edited entirely in-house. With 15+ short-form videos built around different hooks and CTAs, the library gave paid channels a steady stream of fresh creative to test against — without the cost or timeline of external production.
CONTENT SERIES
It was important that the Future Instagram account had a consistent structure, a credible voice, and a reason for people to keep coming back. By building repeatable series around coach knowledge and perspective, the content became a reflection of what makes Future worth paying for: real expertise, real guidance, and a genuine connection to the people using the app.
DATA DECISIONS
PRO GUIDES
COACH MATCHING
PREVIOUS GRID
UPDATED GRID
TRAIN FOR LIFE
2026 Webby Honoree — 30th Annual Webby Awards
This project was brought to life through collaboration across production, post, and Future’s internal marketing team, with rebrand work led by Manual Creative. This hero film introduces Future’s new product and rebrand through the lens of effort and reward, highlighting the growth that comes from doing hard things and the lasting health that follows.
Train for Life was recognized in two Webby Award categories —
Creators: Fitness, Health & Wellness and Social & Games: Fitness, Health & Wellness — placing it in the top 25% of all entries globally.
PRODUCTION
Director: Max Gold
Production: Octopus
EP: Sam Cohan
Producer: Lauren Bates
DP: Nico Navia
Wardrobe & PD: Maggie Waldron
Sound: Jennifer Zhang
Hair & Makeup: Mayra Godoy
Gaffer: Dave Wilwayco
1st AC: Trevor Nitschke
Key Grip: Matthew Seest
Stills: Jesse DeYoung
FUTURE TEAM
VP of Marketing: Michael Engle
Content Marketing Lead: Julia LaSalvia
Design Lead: Maggie Waldron
Growth Lead: Jake Quan
Copywriter: Cassie Brucci
Post-Production Specialist: Todd Bogin
Comms & Community Lead: Devon Yanofsky
Creative Producer: Annie Gibson
TALENT
Andrew Key
Angeline Calderone
Caitlyn Moyer
Michael Vazquez
Presley Corley
Zoe Grey
POST PRODUCTION
Post: Modern Post
Edit & Sound: Clay Doggett
Music & Sound: Scenes Studio
Color: Nico Navia
VFX: Clay Doggett
VO Record: Ben Palacios
Future Logo: Manual Creative
End Card: Amal Chandaria
Producer: Nicole Engle
Future PRO APP
A quick, clear look at what Future Pro offers. This video highlights the core experience, from 1:1 coaching and personalized programming to guided exercise demos, performance tracking, and goal setting. Designed for Future’s homepage, it quickly connects the product to real-life use.
