Our insight was that members needed creative that provided a clear status of the renovation. In order to translate this into a campaign, we chose a creative approach that seamlessly unites the fitness journey with the renovation of a space.

Our solution results in a series of high-level photographs and mood video shot by renowned photographer Sølve Sundsbø. The creative focus on dramatic transformations and show the process. Models are blank canvases being splashed with paint or dust. The visual series is divided to represent three phases: pre-renovation, during renovation and post-renovation.

Vibrant magenta is the campaign’s signature color and the common thread tying together photography with marketing and operational communications.

The hero imagery and headlines are versatile, allowing use across all renovation locations. The phased creative provides members with clear visual indicators of the story of each renovation, serving as indicators of the current status of renovation. In-club image takeovers barricading areas under construction successfully generate excitement among our members.