Campaign

ROUNDS

Naming, Manifesto, Concepting, Scripting, Video

The ask

Concept, brand, and shoot Equinox’s newest signature HIIT/boxing format.

The name

A big part of my job was to create a name for the class—and get everyone, from our Group Fitness leaders to the CMO, to sign off on it.

“ROUNDS” was the first name that felt right, and the right name.

I also offered more aspirational names, but most were considered unsafe. An Equinox class name should sound like a movie title; it should also connote what the class is just by looking at it.

The concept

ROUNDS wasn’t your typical boxing class.

It was the most challenging HIIT class you’ve ever taken.

That needed to come through in the concept. My art partner and I cross-referenced other boxing-centric brands and made sure our creative was more intense. All while staying on-brand to Equinox. (And enjoying more than a few Rocky movies.)

What came out of our brainstorming was a distinct look and feel—unique to any of our more elevated class creative. Edgy, gritty, somehow elevated, perfectly imperfect.

The shoot

We hired director Aaron Brown (Levi’s, Converse) to shoot a :15 video promoting the class in one of our clubs.

Since the club can’t be shot during the day—well, members are there—our shoot ended up being 6PM - 4AM.

The twist

After we’d shot the class creative, we got news from on high: no boxing.

Well, not no boxing. But less boxing. It wasn’t a boxing class anymore—boxing classes are so last year—it was the damndest, hardest HIIT class you’ve ever taken.

This effectively changed the tagline from “KNOCK. THEM. OUT.” to “THREE STATIONS. ZERO BREAKS.” among several other cosmetic changes. Mainly to the video.

But the spirit of fighting intensity remained—and it stands out among Equinox creative as some of the grittiest work we’ve done.