Equinox Face the Dark

The brief wanted to reposition Equinox's studio cycling offerings and authority within the crowded market. I worked on a team of three—an AD, copywriter, and myself—on ideating around the idea of darkness and how to own that ethos in a brave form. I hired and worked with Studio Mercury to completely redesign Equinox's entire digital cycling landscape, which includes motion aura graphics on desktop, to bring our concept to life.

We had to rethink and reimage Cycling as an entire category, of which consists of three very different types of Cycling: Road, Competition, Beats. Each category has its own teaching/coaching format, so it was imperative to deliver a distinct mood and visual treatment per category. Therefore, we landed on the idea of a spectrum, which is filled with all hues and moods of the human itself, as well as Cycling.

We had to capture all three categories within our hero/halo video, as well as stills of that invoke the emotion of each category, too. What's more, our Competition category (i.e, The Pursuit by Equinox, our two-class data-gamified offering) needed a complete facelift; the team captured additional stills and a new hero video The Pursuit by Equinox as its own franchise, but kept the aesthetic within the Face the Dark concept.