The logic was simple: the more you come to the gym, the less you’ll weigh and the sooner you’ll feel like your pre-holiday season self. We wanted to make people smile and tap into the feeling we all have when we over eat and drink between Thanksgiving and the New Year. 

To do this, we illustrated wide-format posters in various skin tones with comparatively small facial features up top - thereby making every layout a sea of flesh. Then, we even portion controlled our takeaway: More gym. Less you. 

The holiday poster series worked so well, the campaign spread to paid media with print and outdoor executions the following spring, just ahead of swimsuit season.