Cult Store – Made For Every Body

Challenge

Cult Store has always stood for fitness that’s inclusive, bold, and culture-driven. But how do you take a tagline like “Made For Every Body” and transform it into something larger than a brand line?
The challenge was to create a narrative that wasn’t just an ad, but a 2-minute rap anthem — one that merges fitness, music, Indian street energy, and pop culture into a single cinematic story. A film that feels like a celebration of movement, individuality, and belonging.

Idea

Turn the tagline into a fitness rap cypher.
The rooftop becomes a stage, trainers become performers, and every move — battle ropes, boxing punches, barbell lifts, yoga balance, Zumba spins, or breakdance freezes — syncs with tabla + hip-hop beats.
By blending claymation characters (inspired by real Cult trainers) with neon graffiti, glowing props, and Indian street vibes, the ad reimagines fitness as culture: accessible, vibrant, and proudly local.

It’s not just about exercise — it’s about owning identity through movement.

Execution

• Music & Narrative: Original rap written & composed — tabla × 808 fusion. Full VO lines matched to 40+ storyboard frames, designed to flow like a 2-minute track.

• Characters: Cult trainers reimagined in claymation —
  • Rishab (battle ropes / mic hero)
  • Shwetambari (dance burst queen)
  • Rahul (boxing sparks)
  • Ritesh (raw strength / barbell crack)
  • Spoorthi (yoga aura calm)
  • Stoma + Simi (duo romance × sporty SRK moment).

• Visual Style: Claymation aesthetic with neon graffiti overlays, glowing props, cinematic camera moves (orbits, tilts, whip pans).

• AI Workflow: End-to-end built using AI tools — concept design, rap composition, character generation, frame sequencing, and sound layering.

• Finale: Rooftop V-formation freeze frame → neon graffiti logo reveal → tagline: “Cult Store – Made for Every Body.”
   

Impact

The rap-ad proved how AI-driven creativity can elevate brand storytelling:

• Showcased how fitness can be turned into culture — blending music, movement, and street energy into a single visual language.

• Reimagined Cult Store’s inclusivity tagline into a global-ready anthem that could live across campaigns (film, social, events, retail).

• Demonstrated that AI can compress weeks of production into days — building characters, rap lines, storyboards, and motion frames end-to-end.

• For my portfolio, it became a proof of concept: how future-forward storytelling can merge brand identity with tech-powered creativity.

⚡ A love letter to culture, movement, and identity — proving Made For Every Body isn’t just a tagline, it’s a cinematic experience.