Trained for Every Discipline — an AI-generated image film for HYROX. From the first storyboard sketch to the photorealistic campaign image, a complete, multidisciplinary visual world emerged — without a classic shoot, developed for a young, digital-native audience.

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Concept & Storyboard

Creative Direction

The starting point was a tightly paced storyboard — from the opening shot through product details to the post-workout celebration. Every shot was defined as a panel in advance, before AI production generated the final images.

Product

Athlete Sheet HYROX Athlete Character Sheet

Running & Product

From Shoe to Athlete

The PUMA × HYROX Deviate Elite was AI-generated down to the material detail, the athlete developed as a continuous character sheet — usable consistently across expression, perspective and motion.

Wide

Cycling & Endurance

Beyond the Race Track

To show HYROX as a broad fitness movement rather than a purely indoor format, the road cycling discipline was recreated — staged in a landscape setting, with the same consistency in light, talent and brand integration as the studio visuals.

Strength & Training

The Third Pillar

Classic strength training rounds out the visual world — running, cycling and strength as three equal pillars of a brand that reimagines HYROX from a race event into a holistic fitness movement.

A campaign, conceived entirely through AI. From storyboard to finished visual world — without a classic shoot.

(Pre)

The starting point was a detailed storyboard that defined visual language, product staging and brand presence for a young audience — panel by panel.

(+Post)

From this, CHAINGE developed the complete photorealistic campaign — athlete, product and three sport disciplines consistent across every visual, fully AI-generated.

(=Results)

Disciplines3

Production100% AI

Target AudienceGen Z / Young Adults

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