Total Fitness
Total Fitness
Feeling every moment of fitness
Deliverables
Campaign Strategy
Campaign Concepts
Copywriting
Art Direction
Industry
Sports/Fitness
Building on from the 2023 Celebrate every win campaign, Total Fitness was looking to elevate the creative for their campaign even further. For them, their gyms support any form of fitness, and to each member that looks and feels completely different.
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M.Y Role: Lead Creative/Art Director
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Agency: BGN
Creative Director: David Newton
Account management: Rachael Jebb and Paul Bailey
Motion: Lewis Nolan
Pitch win: Antonio Giasante
Production: ABF Pictures
Photography: Owen Juice
Campaign strategy
Based on the insight around each gym moment looking and feeling different for everybody, we started to look into how we show that in a variety of ways. To most, those intimate moments are where it’s at. Capturing the unexpected angles, following the movement which tracks the gym go-ers all feeding into the idea of feeling the moment.
*An example of how the OOH aspect of the campaign could have ran
Campaign Creative
The main aim was to make fitness feel good. So the campaign had a high-energy graphical approach. Bringing in the brand assets, playful typography as well as a track that is very very hard to get out of your head, the campaign has a real sense of joy to it and is a great reflection of what you expect to see from training at Total Fitness.