The campaign elevates the visual narrative of fitness, transforming it from routine exercise into an artful journey of personal evolution.

The campaign tells a story through its visual language, illustrating that fitness is not just about weights and cardio but about evolving into a better version of oneself. The photography acts as a narrative medium, portraying fitness as timeless works of art and inspiring viewers with a powerful message of transformation.

The Hreyfing campaign merges Icelandic cultural values with European art heritage to create a compelling narrative that positions fitness as an art form. In Iceland, fitness is deeply tied to nature and resilience and Hreyfing embodies these values by encouraging personal growth through fitness.

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 brand name is Hreyfing, which translates to "movement" and fitness.

Þín hreyfing í 25 ár = Your movement/fitness for 25 years.

Nærandi hreyfing í 25 ár = Nourishing movement/fitness for 25 years.

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.