Danish pop artist Burhan G launches EMPWR

EMPWR is the name of a new training platform from one of the most prominent pop artists in Denmark, Burhan G. 

With a career spanning over two decades and multiple chart-topping hits, Burhan G brings his personal journey of transformation and discipline into the world of fitness through this new platform. EMPWR is created together with the well-known fitness figure and celebrity coach Kenneth Dehn, known from co-founding Butcher’s Lab in Copenhagen. Dehn has also been behind Burhan G’s own lifestyle transformation, and together they’ve worked on Burhan G’s mindset, which others can now access through EMPWR.

“We’ve all seen tons of workout films. So from the start, it was important to create ‘not just another training commercial. Just as Kenneth and Burhan have worked intensely on a lifestyle-focused mindset, that’s what we wanted to explore in the film,” says Christian Lyngbye, the director.

“For me, training isn’t just about muscles, it’s about mental strength, focus, and self-respect. EMPWR is created for those who want to take responsibility for themselves, and take the next step,” says Burhan G.

Dehn, co-founder of EMPWR, adds: “Of course there’s a training routine, but our approach is also very much about philosophy and mindset, and that was something we wanted to emphasize in the creative work as well.”

Kristian Grove Møller, Creative and Co-founder, STAN Worldwide adds: “We’ve created a universe for EMPWR that feels both raw and real, unfiltered and without unnecessary layers. That applies to both the graphic identity and the visual storytelling, which are designed to mirror Burhan’s approach to training: uncompromising, focused, and honest. It’s not about dressing things up, but about highlighting the real, not the polished.”

“The scenes in the film are divided into different approaches and distinct visual styles. Just like parts of life are different. It was a huge pleasure that Stan and EMPWR were completely open to us exploring various elements with different cameras and telling the story in a very organic yet dynamic way. That means we ended up shooting on everything from an old 16mm Bolex film camera to the latest Alexa camera, and everything in between. We enhance that storytelling even further with different scenes, locations, and everything from tracking shots with motorised cameras to handheld shots, or with a diver underwater and much more,” continues Lyngbye.