The film is itself a summary of the inaugural year of the Propel Your City Project campaign: a hyper-localized fitness experience that supports and empowers local fitness communities through curated fitness events in partnership with Propel, doing the work and ensuring access for all. The project’s film and content series served as a call to action in each city, inviting residents to join the movement and move with free in-person classes.

Shooting our "Propel Your City Project" hero film on 35mm film has offered significant aesthetic and emotional advantages. The organic texture of 35mm film, difficult for digital formats to replicate, added a rich, nostalgic quality that deeply resonated with viewers, enhancing the authenticity and relatability of our message. The inherent characteristics of film, such as superior dynamic range and color depth, produced visually stunning images that made the commercial appealing and memorable. This visual quality emotionally engaged the audience, amplifying the impact of our message. Additionally, the deliberate, thoughtful approach required in film shooting led to a more considered and refined final product. This careful crafting not only elevated the professional quality of the commercial but also mirrored the care and commitment behind the "Propel Your City Project" we aimed to promote.

PYCP’s inaugural year included several weeks of tentpole and evergreen activations across four cities. Beyond each city, exercisers anywhere in the country were encouraged to get involved by entering for the chance to receive funding toward fitness memberships for themselves and a workout buddy. Additionally, the project’s film and content series served as a call to action in each city, inviting residents to join the movement and move with free in-person classes. Through content development, promotion, and partnerships that generated over 3 billion earned impressions, 150,000+ social interactions, and 160 free events in 4 markets, Propel proved that there’s power in community—and a clear need for more collaboration.