In April, we teamed up with Blocfit, the original Brixton bouldering gym, to create a series of short-form videos for Instagram. The goal? To produce engaging, story-led content that reflected the gym’s character, showcased its community, and sparked conversation online.
This wasn’t about glossy promo — it was about real climbers, honest stories, and the messy, brilliant reality of life in a bouldering gym.
We originally planned to create six reels over the course of April, each with a specific purpose: from beginner advice and gym updates, to coaching insights and behind-the-scenes interviews with the team.
The core pillars were:
Some of the original ideas included:
We were aiming for a mix of recurring formats and standalone bangers — something Blocfit could build on long after the campaign ended.
As always, real life got involved — schedules shifted, ideas evolved, and we made on-the-fly creative calls to keep things authentic and achievable. Over two filming days, we captured and delivered seven reels, each reflecting the gym’s unique vibe and sense of humour.
Here’s what we ended up producing:
The tone across the board was honest, conversational and unpretentious — exactly how Blocfit feels when you walk through the doors.
Performance-wise, the campaign exceeded expectations — massively.
Before we posted, Blocfit’s previous 7 reels had:
The 7 reels we produced with Summit Studios delivered:
That’s a 831% increase in reach, with two standout reels driving the majority of traffic.
This video struck a chord. It was honest, opinionated, and captured something many climbers care deeply about — the art of setting. Comments came pouring in, from praise to debate to full-on climbing philosophy threads.
The comment section turned into a community forum — exactly the kind of organic engagement that no ad spend can replicate.
For Blocfit, this wasn’t just a visibility boost. It was a way to:
They gained 500+ new followers, thousands of likes, and a whole comment section of people either wanting to visit or raving about their ethos.
For us at Summit Studios, it was the perfect proof of concept: storytelling-first content that doesn't just look good — it performs.
If you’re a climbing gym or outdoor brand that wants to show more than just cheesy memes and flashy dynos, let’s chat. We make short-form video content that helps you connect, grow, and actually stand out online.
