Situation

Hreyfing is a premium gym in Iceland aiming to redefine exercise in a competitive market dominated by bland gyms. The brand needed to differentiate itself and establish a unique position.

Brief

Create a campaign for our 25 year anniversary that positions Hreyfing as a fitness sanctuary where achieving fitness transcends routine exercise.

Objectives

1. Establish Hreyfing as the one and only premier fitness sanctuary in Iceland.

2. Differentiate the brand through a compelling visual narrative

3. Inspire the audience to view fitness not just as a routine.

4. Increase brand awareness and membership growth by emphasizing Hreyfing’s unique positioning

The Hreyfing campaign artfully merges the rich, emotive essence of Baroque art with contemporary fitness culture to redefine fitness imagery. Inspired by Caravaggio’s chiaroscuro technique, the campaign employs dramatic lighting and deep shadows to highlight the human form.

Each photograph is composed to convey fitness as an art form, drawing parallels between working out and creating a timeless masterpiece.