Challenge: At its peak, Equinox communicated one clear idea across every touchpoint: committing to Equinox meant committing to something bigger than fitness. Over time, that consistency began to loosen. As the brand experiments with new media, including AI, the risk is not experimentation itself, but losing a cohesive, elevated visual language. Transitions like this often signal a new era. It’s a natural part of brand evolution, and one that opens space for something new, exciting, and genuinely compelling to emerge.

Decision: I explored a new interpretation of commitment by showing the part that is usually softened or avoided: pain, resistance, and power. Honesty became the strategy. The body was treated as fine art, something sculptural and intentional, because art is something we value and invest in. Drawing from Herb Ritts, specifically Tony with Shadow and Djimon with Octopus, I used contrast, form, and near-perfection to create imagery that feels disciplined, controlled, and deliberate, with a consistent visual language across media.

Result: The outcome is a cohesive mini-campaign built around a clear visual system. The series delivers consistent imagery designed for social formats, establishes a repeatable direction the brand could extend to future drops or membership moments, and defines a sharper brand world that communicates exclusivity, discipline, and aspiration at first glance. The core theme is simple and durable: perfection is not promised, it is earned through commitment and sacrifice.

Directed, created, and edited by me.