Equinox In the Wild
The Equinox 2021 Campaign
We needed to create an experience exclusive to members to give them access to the Equinox brand regardless of Covid related club closures.
THE BIG IDEA.
Named after the desire of members (and pretty much everyone) wanting to break out of the confines of Covid-19, Equinox In The Wild would be a series of outdoor clubs working with the legislation and mandates where members could train, practice and get back to some kind of sense of normality.
HOW IT WORKED.
Being inventive with club roof space and vacant properties in various cities, we worked with the Equinox architecture and design team to create the amazing outdoor spaces. The training environments were open exclusively for Equinox members, and were fully equipped for training and classes as well as personal training.
THE RESULT.
The creative succeeded in showing the epic nature of the experience, and it was a successful and meaningful activation. At a time when physical and mental health was such a high priority, we were able to provide what many members felt was an essential service - and for a luxury brand that was quite an achievement.
Century City
The first club to open was in LA’s Century City. Custom built on the roof of an existing club - this space provided both a haven and escape for members looking to work out during lockdown.
New York City
Equinox started in NYC, and this installment of the In the Wild franchise needed to reflect the gritty roots of the city. To achieve this, we wrote a manifesto for the piece, hung the creative on that and used all NYC Equinox training talent and filmed it exclusively on the streets of the city,
Credits
Director/Photographer: Harrison Boyce
Bec Couche: Creative Director
Vanina Kim: Associate Creative Director
Maria Rosario Gambino: Art Director
Copywriter: Colleen Kelsey
Producer: Kristina Bui