The Making of 'The Art of Pilates'

Our most recent campaign, 'The Art of Pilates', began with a vision: to capture the exquisite blend of strength and grace found in both Pilates and ballet. The inspiration for this campaign started with a piece of music—delicate, yet powerful—setting a tone that perfectly mirrors the essence of Pilates. We wanted to create something that felt not just impactful but also deeply evocative, celebrating movement as an art form in itself.

Watch behind the scenes footage from 'The Art of Pilates':

We found ourselves drawn to the parallels between ballet and Pilates. Both disciplines, while different in many ways, share a foundation of strength, control, and fluidity that transforms movement into a form of expression. Ballet dancers and Pilates practitioners both dedicate themselves to mastering intricate movements, cultivating a delicate balance between power and poise. Featuring ballet as a key component in our campaign beautifully embodied what we see as "the art" of Pilates, and honoured the precision, strength, and grace at the heart of our practice.

The location choice was pivotal for the campaign as it allowed us to utilise the grand piano onsite to not only tie in with the music that initially inspired the concept, but would also bring a layer of symbolism. The piano, like Pilates, requires precision, strength, and an artful touch, and its presence added a grounded yet graceful feel to the visuals.

Having Your Reformer's Founder, Emma, included in the campaign was an intentional decision to symbolise the commitment, passion, and dedication that drives everything we do. Her presence made The Art of Pilates not just a campaign but an intimate expression of our brand's vision and values.

 

We carefully selected intricate and complex Pilates movements that would showcase the physical strength and the artistry of both disciplines. Each movement was intended not only to display the strength of Pilates but to also reflect the fluidity and flow that dance brings. This selection of movements and poses allowed us to demonstrate the beauty of Pilates in a way that felt genuine, relatable, and awe-inspiring.

The result of The Art of Pilates is a visual celebration of movement, highlighting the fluid, artful motions that are at the heart of both Pilates and ballet. By merging these two disciplines, we aimed to inspire our community and beyond to see Pilates as more than just a workout; it’s an art form, a practice that builds strength and empowers self-expression.

With The Art of Pilates, we invite you to experience Pilates as we see it—an intricate dance of strength, grace, and artistry, with every movement intentional, every breath meaningful, and every session a work of art in itself.