The brief was “Summer at the Club”. Rather than make another post listing facilities, the content needed to show why someone would want to spend a summer day there. I worked on the idea, shot planning, filming and edit for the wider David Lloyd Clubs account.
I started with the person watching. A day of padel, the pool and pizza gave the video a simple thread, with each part of the club appearing naturally along the way. The hook made the experience clear straight away, while the shot order and quick pacing kept it suited to TikTok.
I planned what needed to be filmed, captured the moments that would connect the day together, and edited them into a short platform-first story. Lighting, framing, the opening line and the rhythm of the cuts all supported the same idea: show the experience, not a facilities checklist.
The video reached more than 145,000 views on TikTok, compared with the account’s usual 2,000–15,000 view range at the time. It also reached 24,000+ views on Instagram. One clear idea worked across both platforms, without needing the same edit or context for every post. These are results from this project, not a promise of future performance.
The facilities were all there, but they became part of a story about how someone might use the club. Starting with the audience and the platform gave the content a reason to exist beyond promotion. The same approach informed the more repeatable, lifestyle-led content I planned for Cheshire Oaks.
