As a modern fitness brand committed to progress, Propel saw both an opportunity and a responsibility to shift the narrative through the “Propel Your City Project.” In its second year, and in partnership with Michael B. Jordan, the brand set out to expand access to fitness and bring communities together through movement. The project elevated leaders and organizations already uplifting their neighborhoods, ensuring every story reflected cultural truth, representation, and a shared path toward progress.
This chapter cemented content as the campaign’s backbone. Michael B. Jordan reprised his role as co-star and narrator, while the spotlight turned to fitness leaders from Los Angeles, Houston, Atlanta, and Newark.
Built to inspire at scale and resonate locally, the series became a motivational visual record. Shot in a hybrid of digital and 35mm film, each piece delivered an authentic, accessible look and feel that set the tone for all campaign touchpoints to follow, including a national TVC, a docu-style social series, and paid placements across digital, social, and out-of-home.
We set out to:
Drive national awareness through a content-forward, multi-platform approach that moved hearts and headlines
Galvanize cultural connection into lasting brand love and action through the rallying cry: Propel Your City
Build a narrative ecosystem that advances Propel’s purpose and platformed new images of wellness
Uplift wellness collectives by giving them creative control and visibility
At its core, this was documentation of legacy in motion—one that helped Propel claim its stake as a brand committed to movement in both progress and performance.
Wellness still feels out of reach for many, held back by cost, burnout, and a cultural narrative that rarely reflects everyone. Propel took a meaningful first step toward rewriting that script in 2023. In 2024, we needed fresh creative that balanced national resonance with hyper-local intimacy, delivered on the challenge of engaging people beyond key cities, and offered an inspiring alternative to typical "For Good" stories.
We crafted a proximity-first narrative: showing that your fitness starting line might be in your own backyard, surrounded by neighbors who look like you, and local leaders who push for bigger strides.
Our POV allowed us to use film as an agent of visibility, not just virality. Strategically, it fueled a content engine that kept our creative pipeline rich enough to power lower-funnel distribution — while sustaining cultural relevance and emotional depth.
EXECUTION
We built a production model that allowed our storytelling to unfold shoulder-to-shoulder with the communities driving the work in real time.
Our Model
Our Output
We created a living archive: a visual and emotional record built in real time that brought communities together through movement, amplified local leaders, and made fitness more accessible in neighborhoods that rarely see themselves represented.
“Our partnership with Propel has helped take WalkGood to another level. It has allowed us to keep creating safe and accessible spaces for our community to come together and heal. To me, this is what a real partnership should look like.”
– Etienne Maurice, Co-Founder, WalkGood LA
That kind of response became our campaign’s truest measure of success.
Still, the numbers tell a compelling story:
Beyond impressions, there was real traction:
The campaign proved what we knew from the start: “For Good” stories don’t just inspire, they perform. And they leave something real behind. When proximity meets purpose, possibility scales — online, offline, and onward.
