The agreed insight with the repositioning began with the idea that extraordinary things emerge from the power of the group. Our goal was to feature the result of a team working together.

The manifesto video was shot with the real relationships in mind, culling that emotion to celebrate what we’ve called “The Power of Many,” culminating with the line I AM SOMETHING, WE ARE EVERYTHING. The genuine affection amongst the talent drives this video, which the photographer successfully captured.

In addition to the video, we shot a set of 20 supporting images, group shots and individual portraits. These stills are used in tandem with the video to pinpoint each class’ specific story. The video ties together the entire story.

All of the work runs on internal channels and in-club including the Equinox website and Group Fitness landing page, social media and in-club digital signage. The creative is live through out all Equinox regions in the U.S., Toronto and London.