Wellhub, a global corporate wellness platform, today unveiled its first major brand campaign created specifically for the US market, starring actor, entrepreneur, and wellness advocate Terry Crews. Produced by Surreal Hotel Arts and directed by acclaimed filmmaker Carlão Busato, the campaign introduces American audiences to Wellhub’s vision of workplace wellness through a dynamic film and integrated visual campaign centered on movement, well-being, and human connection.
Created by the agency Euphoria Creative, the campaign follows multiple versions of Terry Crews as he moves through a range of wellness experiences, reflecting the breadth of activities and services available through Wellhub. The film combines ambitious production techniques with an intentionally human-centered approach, presenting Crews not as the larger-than-life figure audiences have come to know but as an inspiring ambassador for wellness and personal well-being.
The launch comes at a pivotal moment for Wellhub as the company accelerates its growth in the United States. Wellhub has evolved into a comprehensive employee well-being platform, expanding beyond fitness to include mental health, mindfulness, nutrition, therapy, and sleep services.
For Surreal Hotel Arts, the project marks a milestone. While the company has produced international work for brands around the world, the campaign is the first project led entirely by Surreal’s newly established New York office and developed specifically for the US market.
From a production standpoint, the film presented a complex challenge. The creative concept required Crews to appear simultaneously as multiple distinct versions of himself across a series of environments and activities, all captured during a single day of filming. Crews’ image is multiplied in two specific scenes. To achieve the effect, Surreal utilized robotic camera technology capable of executing precise, repeatable movements that allowed Crews to be seamlessly multiplied throughout the film. The result is a series of interconnected scenes in which each version of Crews embodies a different aspect of the wellness journey. Post-production was handled by AIR+ATOMO.
However, the film’s most distinctive feature lies not in the technology but in the story. Rather than relying on flashy visual effects or digital transitions, the narrative moves fluidly from scene to scene using movement, gesture, and physical action to connect one activity to the next.
“It was an incredible challenge,” said Carlão Busato, Co-Founding Partner and Chief Creative Officer of Surreal Hotel Arts, who directed the campaign. “The brief was to create a genuinely humanistic campaign connected to the world of wellness. Terry Crews represents exactly that balance: a powerful figure who is also deeply connected to values of health, positivity, and human connection.”
He added: “We used robotic camera technology to create multiple versions of Terry, but the real creative challenge was building a narrative that felt organic and alive. I wanted the transitions to come from the body itself. Someone running past a gym leads us into a running scene. A jump becomes part of a dance sequence. A gesture evolves into a tennis swing. The story is carried by movement and by people. In the end, the technology serves the human experience, not the other way around.”
The campaign allowed Busato and his team to reveal a side of Crews audiences do not often get to see.
“From the beginning, Wellhub and Euphoria wanted something genuine and naturalistic,” Busato said. “They wanted Terry integrated into these experiences rather than performing an exaggerated version of himself. Working together, we found a tone that feels authentic, relaxed, and deeply connected to the wellness universe of the brand while preserving all of the charisma that makes him such a unique presence.”
“From the beginning, we wanted to create a campaign that reflected the breadth of what wellness means today,” said Marcelo Rizério, Co-Founder and Chief Creative Officer at Euphoria Creative.
“Working with Terry Crews and the team at Surreal allowed us to tell that story in a way that is engaging, optimistic, and deeply human.”
CREDITS
Client: wellhub
Product: wellhub
Title: Terry Crews’ Crews
Agency: Euphoria Creative
Creative: Marcelo Rizério, Ricardo Alonso, Bianca Fratus, Paulo Henrique Falcão, Rafaela Martuscelli e Ana Agra
Account: Andressa Fukunaga e Marina Porto
Strategy: Caio Del Manto e César Villas Bôas
Media and Data Insights: Tiago Santos, Eliane Bernardino, Paulo Os Vilarinho, Lucas Uehara, Laís Estoque, Juan Lunardeli e Isabela Falqueiro
Production: Cris Almeida e Larissa Gonzaga
wellhub: Leandro Caldeira, Yoni Solomon, Flavio Reghini, Sydney Mann and Jesse Sells.
Production Company: Surreal Hotel Arts
Director: Carlão Busato
CCO: Carlão Busato
COO: Cris Chacon
Executive Producer: Milena Trindade
Head of production: Mafe Cicaroni
Head of Creative: Bruno Cerqueira
Head of Post Production: Carol Fernandes
Line producer: Felipe Rangel
Executive Assistants: Júlia Fontes e Paulo Ferreira
Post Production Producer: Deinha Lopes
Production Coordinators: Ana Alegretti, Bruna Brito e Gabriel Rufino
Creative Director: Luis Michelazzo
Creative & Reserach Team: Alex Ulhoa, Vitor Matheus, Sol Ômigra e Letícia Pontes.
Director’s Apprentice: Rosa Morbach
Post Production Coordination Assistant: Nuara Santos
Post Production Assistant: Leandro Ferreira
Assistant Editor: Igor Luiz
Sustainability / ESG: Deborah Costa e Sol Nascimento
Production Controller: Shyrley Menezes
PIPPA: Kaêu Esuna
Director of Photography: Diego Robaldo
1st Assistant Director: Filipe Francisquini
2st Assistant Director: Isabella Liporoni
3st Assistant Director: Lucas Lopes
Art Director: Fernanda Schelp
Art Department Assistant: Fernanda Cunha
Production Designer: Kaio Monteiro
Prop Master: Julia Marchei
Assistant Prop Master: Rita de Cassia
Production Director: Lu Oppido
Producer: Betinho Baeta
Production Assistant: Sara Serra
Wardrobe Stylist: Luise Federman
Wardrobe Assistant: Laira Vignoto
Make: Vick Garaventa
Location Manager: Tatiana Setton
Casting Director: Guilherme Koch
Still Photographer: Rodolfo Magalhães
Terry Crew’s Staff
Stylist: Nana Boateng
Make: Vick Garaventa
Security: Rogerio Ludovico
Editor: Jon Kadocsa
Assistant Editor: Igor Luiz
Finishing Editor: Marcos Camurati
Post Production: AIR+ATOMO
Color Grading: Bleach
Audio Production Company: HEFTY
Music Producers: Edu Luke, Cris Botarelli, Otávio Cavalheiro, Eduardo Rossi, Celso Moretti, Tuco Barini, and Alan Lima
Executive Production: Debora Carvalho, Thais Gazoli, Ana Peluzo, and Karol Oliveira
Coordination: Larissa Durante, Douglas Freitas, and Fabi Lugli
