Equinox, a high-performance lifestyle leader in luxury fitness, is unveiling a new brand campaign for 2016 entitled ‘Commit to Something’ (#COMMITTOSOMETHING). The provocative campaign presents a collection of seven images shot by world-renowned fashion photographer Steven Klein, which aims to display the powerful, conscious, human expression of commitment.
Equinox believes in a world where ‘commitment’ is a worthy pursuit and states that consumer tendency today demonstrates a modern-day aversion to loyalty – a notion that committing to nothing is the best way to get something. Equinox believes, however, that commitment is in itself an achievement.
Chief marketing officer at Equinox, Carlos Becil, said, “Equinox is about commitment; we are obsessed with it and we challenge our members to know who they are and what they want. It’s not just about fitness – it’s about life. The concept of commitment is bold, incredibly powerful, and it’s real, especially in a world today where commitment is lacking.”
The striking campaign is argued to celebrate various forms of commitment, addressing socially relevant issues including activism, sexuality, lifestyle choice and women’s rights. Steven Klein effectively captures the brand’s bold personality through his lens. Each of the seven images tells a different story about commitment, from a young mother unapologetically breastfeeding in public (portrayed by Lydia Hearst), to an activist who is seen fearlessly taking a stand for her cause (featuring Bianca Van Damme, daughter of Jean-Claude Van Damme), to a male cheerleading champion unthreatened by stereotype who dedicated himself to winning in his own way (featuring MMA fighter Alan Jouban).
Photographer Steven Klein summed up the campaign by saying, “It is the responsibility of advertising to communicate modern times and social issues. This campaign addresses today’s issues and social commentaries, which is a powerful approach instead of portraying people as superficial objects with no narrative.”
Klein’s work has appeared in Vogue, W and Interview magazines and his subjects have included Brad Pitt, Madonna and Kate Moss, to name a few. “It was an easy decision to work with Steven on the campaign,” says Elizabeth Nolan, Equinox’s executive creative director. “His reputation as a fearless and defiant creative talent was exactly the right fit for a brand as provocative as Equinox.”
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