Campaign

We Love to Fuel Your Fire

Concepting, Video, Social Strategy

The ask

Equinox’s “Athletic Training” class category is the most popular for members. It also has the stalest creative.

So we were tasked with re-concepting the category under “HIIT” and creating assets that could live beyond just a class launch. Make a campaign that makes a member associate the best HIIT classes with Equinox.

The concept

“We love to fuel your fire.”

This was a large enough campaign that I got to work with two wonderful art partners. We presented a wide variety of concepts, but the one that was initially grounded in a Robert Frost couplet:

“From what I've tasted of desire
I hold with those who favor fire.”

The concept was about how our HIIT classes fuel extraordinary lives. We wanted to juxtapose our intense classes with elemental textures. Firestarter and a storm. Master of One and a popping champagne bottle. MetCon3 and an ice bath.

The execution

We shot in LA and eventually hired the magical hands at Hugo & Marie to do post.

I built out a social map (with some illustrator help) using Storyboarder in order to ground this high-concept campaign for our audience.

I also re-wrote the “Athletic Training” page in accordance with our concept.