ACERO's 'Release Your Potential' via Wellcom Sydney

17 January 2024

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Challenging the notion of a regular gym.

Creative production agency Wellcom Sydney has developed a brand campaign for its newest client ACERO, a fitness and personal training gym located in Sydney’s Kensington and at the Fullerton Hotel in Martin Place.

The campaign flexes between the emotional sentiment that drives the passion of its founders, to a showcase of physical and mental strength.

ACERO was founded by celebrity trainer, Jono Castano and CEO, Amy Castano. The gym has a differentiated value proposition for clients in providing a unique personal training experience that inspires intense loyalty.

Three years young, the gym has a diverse #ACEROGang community with a culture focused on achieving results through dedication, consistency, and hard work.

This is not a gym for the faint hearted and the experienced trainers are committed to results. Until now, a celebrity clientele has brought ACERO attention.

Jono Castano has been on the front cover of Men’s Health and is known for his influential celebrity and high paying clients, such as Rebel Wilson, Rita Ora and Michael Clarke.

But the brand is not about celebrity and there is much more beneath the surface in the hard working and committed trainers who are focused on ACERO’s purpose, Realise Your Potential.

Wellcom GM Marnie Darren says ACERO is unlike any other gym, and this campaign is a look behind the usual sweat and muscle.

"To the empowerment that comes when you strive to be the very best version of yourself," says Darren.

Wellcom creative director, Oli Hammerton, says the agency wanted to create a film that challenges the notion of a regular gym and what it means to feel strong, mentally, and physically.

"There is a quietness about this film, capturing moments that are louder than words. After all, the greatest risk we will ever take is to be seen as we truly are," he says.

Jono Castano says this is the first time the company has presented the brand in this way.

'It is an honest reflection of our values and purpose. Life has a way of throwing challenges our way, but it is in those moments that I find the strength and determination to rise above," he says.

Amy Castano says in October 2023, ACERO launched its second location at the Fullerton Hotel Sydney.

"Having Wellcom as our new strategic and creative partner brings our brand to life in a new and authentic way," she says.



Client: ACERO

Creative Production Agency: Wellcom Sydney

Director: Oli Hammerton

DOP + Grade: Aravind Shanavaz

Producer: Braedy Neal

Music Supervision: Music Mill

Song: "Makeshift Tourniquet" by Vegyn

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