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Maximuscle commissioned etv to make over 6 and a half hours of video content which was produced, encoded, delivered and seeded across their entire website and YouTube.

The aim of the video content was to showcase their nutritional product range, give more information to their customers about training tips and nutritional supplements, and to introduce their celebrity ambassadors.

Maximuscle approached etv because of our expertise in producing engaging online video content. etv's in-house graphics team designed a number of clean, light virtual sets that could be utilised across a range of different scenarios throughout the content but that clearly displayed Maximuscle's core colour branding. All the footage was shot in etv's multi-camera studio 1 facility. etv worked closely with Maximuscle's brand and online managers to pull together a number of ideas to be communicated through the video content. etv produced video content to answer the following questions:

  • 1) Who is Maximuscle? - a corporate video using real life testimonials shot by our in-house camera crew on location at the brand headquarters, intercut with interview footage shot in our studio 1, and against one of the etv virtual backgrounds.
  • 2) How to use our Products - a how-to guide shot using Maximuscle nutritional advisers exhibiting the product in our studio 1.
  • 3) Top 10 Products - a series of pack shots filmed in our studio 1 against a clean white background.
  • 4) The benefits of protein - shot on location by our in-house camera crew in the Maximuscle offices using a professional nutritionalist to explain the benefits of the different food groups.
  • 5) Maximuscle Ambassadors - two to three minute interviews with the Maximuscle ambassadors filmed in our studio 1. Using complicated edit techniques, we superimposed footage shot by etv of the ambassadors in action. This gave a more interesting back drop to the celebrity interview.
  • 6) Training Tips - shot in etv's studio 1 using gym equipment as supplied by the client and various fitness experts.
  • 7) Celebrity Workouts - shot using etv's in-house camera crew on location in Maximuscle's selected gyms and at a climbing facility. During this on-location shoot, etv used a specialist cameraman in order to capture the action shots.


We edited all the footage into short bite sized films, for a bespoke online audience.

Kate Wells Brand Manager said: Working with etv was a pleasure - it's so unusual to work with a team who are so helpful and enthusiastic. Regardless of how tough a days filming we undertook, everyone remained friendly and keen to ensure that we, as a client, were delighted with the results.