Project Summary
Developed multi-channel campaign creative for 24 Hour Fitness focused on making fitness feel personal, approachable, and achievable for everyone. The 2019 Campaign, " Your Results. Your Way." centered on putting the guest at the heart of their fitness journey in a spotlight effect, shown in blue. Inspired from our cycle lighting room. In 2020, " Worth It" took that idea further by featuring real 24 Hour Fitness members and employees, sharing authentic stories and showcasing different ways people experience the gym, from group classes and personal training to independent workouts.
Skills used:
Design
Layout
Color Grading
Styling
Lighting
Photography
Photo Retouching
Print + Digital
Design
Layout
Color Grading
Styling
Lighting
Photography
Photo Retouching
Print + Digital
Challenges
Make fitness feel personal and relatable rather than the stereotypical fitness advertisement. Break away from the "perfect body" gym imagery that can make people feel intimidated or excluded.
Solution
Featured real members and employees instead of hired models, allowing the campaign to tell authentic stories and show people with different fitness levels, backgrounds, and goals. We showcase a variety of workout experiences, from classes and personal training to everyday gym sessions. Reinforcing the idea that fitness is for everyone and your journey is your own.
