The objective was to develop a compelling story that inspires the viewer to embark on a training regime. The strategy needed to have the scope to evolve from one season to the next and cater to the many disciplines of training. The communication developed to encapsulate the notion that 'you train where you live'. People train for many different reasons, in different locations and ways. Landscapes are shown 'warts and all' as the neighbourhoods we live in aren't idyllic, the weather isn't always perfect and the streets aren't always clean. The athletes appear larger than life in these habitats.