UV Zumba – UEA Sport x Chloe’s Dance Fitness
The Brief
UEA Sport and Chloe’s Dance Fitness Norwich partnered with the nationally acclaimed ‘This Girl Can’ campaign to host a flagship fitness event: a high-octane UV Zumba class.
The objective was twofold: first, to document the electric atmosphere of this specific event at the iconic UEA LCR music venue; and second, to create a high-utility library of promotional assets. This content was designed to drive engagement for UEA’s Welcome Week and broader sports programming, while simultaneously providing Chloe with versatile, high-impact visuals to promote her fitness brand both with and beyond the university.
The Production & Stakeholder Management
Producing a project with three distinct stakeholders required a high level of coordination and brand alignment. Our role went beyond just filming; we acted as the creative glue between UEA Sport, Chloe’s Dance Fitness, and the ‘This Girl Can’ national campaign.
The production required:
Brand Alignment: Ensuring the video met the specific visual guidelines of the 'This Girl Can' campaign while maintaining the professional athletic standards of UEA Sport and the personal brand energy of Chloe’s Fitness.
Logistical Coordination: Managing a shoot within the LCR—a high-demand music venue—meant working around tight schedules to set up and capture footage quickly without disrupting the event flow.
Collaborative Vision: We navigated the unique requirements of each partner, ensuring that the final edits served as a powerful marketing tool for the university's Sport team, the campaign's outreach, and Chloe's business growth simultaneously.
The Technical Execution
Capturing a fitness class in a dark music venue lit only by UV blacklights presents a significant technical challenge. To ensure the footage was vibrant and sharp rather than grainy or distorted, we utilised advanced low-light Sony camera technology. This allowed us to maintain the "glow-in-the-dark" aesthetic while capturing the fast-paced movement of the dancers without losing detail.
The narrative of the video was structured to build anticipation:
The Preparation: We captured the "pre-game" energy, focusing on students applying UV face paint and neon accessories. This highlighted the social and community aspect of the event.
The Atmosphere: By filming in the LCR—a venue usually reserved for gigs and club nights—we positioned fitness as an exciting, nightlife-adjacent experience.
The Action: Using dynamic camera movements and quick-cut editing, we showcased Chloe’s high-energy instruction and the mass participation of the students, aligned with the 'This Girl Can' ethos of inclusivity and confidence.
The Results
The visual impact of the UV aesthetic combined with the high-energy edit resulted in a powerful marketing tool that delivered immediate ROI for all parties involved.
Boosted Attendance: The footage played a key role in promoting subsequent sessions and Welcome Week activities, leading to a significantly high turnout for follow-up events.
Strengthened Brand Synergy: By successfully navigating the needs of multiple stakeholders, we produced a cohesive narrative that felt like a unified partnership rather than three separate ads.
Evergreen Appeal: Beyond the specific event, the video serves as a "vibe reel" for UEA Sport’s facilities, proving that fitness at the university is diverse, modern, and accessible.
"By capturing the vibrancy of the UV Zumba event, we didn't just record a class; we captured a movement. The low-light capabilities of our gear allowed us to lean into the neon aesthetic, creating a video that feels as energetic as the LCR on a Saturday night."
— Andy Smith, Creative Director
Triple Threat Media
Client: UEA Sport x Chloe’s Dance Fitness Norwich
Agency: Triple Threat Media Limited
Project: UV Zumba - ‘This Girl Can’ Campaign
