The Challenge
In its early New York growth, Equinox faced strong competition from Crunch Fitness, whose irreverent “No Judgement” campaign positioned the brand as accessible and inclusive.
Equinox occupied a very different space—performance-driven, sophisticated, and more akin to a high-end boutique hotel than a traditional gym. The challenge was to make that elevated positioning feel aspirational rather than intimidating, while reinforcing the results-oriented promise at the heart of the brand.
Services Provided:
Strategy
Ideation
Creative/Art Direction
Digital Imaging
Media Planning
The Strategy
Research showed that Equinox was perceived as superior to its competitors in quality and experience, but also as intimidating and somewhat elitist. The opportunity was to make the brand feel more approachable without losing the sophisticated, performance-driven image that differentiated it.
We developed the “Get Results” campaign around a simple idea: use humor to challenge those perceptions while refocusing the conversation on what ultimately matters when choosing a gym—results.
Supported by a concentrated New York media campaign across outdoor, transit, and television, the work helped shift perceptions of Equinox among New Yorkers. The campaign received multiple industry awards, including an ADDY, ANDY, Clio, and AWNY award, and was shortlisted at Cannes Lions.
The campaign was supported by a concentrated New York media plan spanning billboards, bus shelters, subway posters, street-level placements, and local television.
Cement Shoes was photographed by Frank Herholdt on the Brooklyn waterfront. I handled the campaign’s retouching and color treatment, developing a heightened, hyper-real visual style that helped give the work a distinctive look.
