Go bold with visual impact

Get fit and find a little trouble… Controversial photographer Terry Richardson is out and Widen + Kennedy takes over the health club Equinox’s latest advertising campaign. Shot by photographer Robert Wyatt, the campaign’s overall message boldly attempts to claim that the club gives its members the confidence to get fit and breakout of their comfort zone. This translates into a slightly less overtly sexual imagery (definitely shades of gray here) for the more ambiguously suggestive. The message becomes more about promoting confidence and new adventures along with some very high-end fashion accessories. So along the way, getting ripped at the gym might lead to a black eye or finding yourself with your very good looking buddy in the trunk of a luxury Mercedes. According to the club, “Grounded in the idea of high performance living, we aim to provide our members with a holistic approach to health, and push them to seek higher goals, disrupt preconceived notions and break boundaries.” Yeah, the marketing world has fully embraced the concept of disruption. Not sure one can really call this disruption but, if it gets you to the gym, it’s all good.