Equinox, True Athlete

True Athlete is Equinox's latest group fitness offering, catered toward the well rounded athlete. Using the RMT bat and the BOSU ball, True Athlete tests the athlete's strength and agility for a challenging athletic training workout.

I ideated with a team of three to deliver a concept that ruminated on the Ancient Greek sculpture body, the body perfect. We decided to move this class outside of the Equinox studio, where all other classes and product photography are shot, and move our athletes into the outside world, enveloped in the blues and whites of the sky.

Deliverables included the standard class page design and app assets; however, we delivered two types of photographic stills and videos. The first type is the hero/halo assets, which deliver the fantasy and atmosphere of the class; the second type of assets are stills and videos shot in a studio and demonstrated the actual class in action—a more realistic representation of the class itself.

This twofold approach has proved advantageous when working with the marketing comms team to advertise and market the class within various channels of the consumer funnel.