A brand campaign that challenges high performers to chill hard.
The work: Regeneration is a huge part of the Equinox brand—except no one knew what “regeneration” meant. Our go-getter members needed to understand recovery, so I crafted a campaign that dared them to power down, go slow, and discover how doing nothing is everything. The messaging laddered across the brand portfolio to position everything from meditation podcasts to sleep coaching.
What I did: Led a team, crafted a concept, wrote the tagline and all supporting copy
A new platform for the entire personal training business, starring real members for the first time.
The work: Equinox needed to redefine how we speak about personal training. I led a team to create Impossible Happens, a storytelling platform about extraordinary change that let us tell real stories of Equinox members in a way we never had before.
What I did: led a team, crafted a concept, cast talent, directed four spots, wrote the tagline and all supporting copy.
IMPOSSIBLE HAPPENS
“You can, and you will. With the right personal trainer, you’re partners in the impossible.
Together, you and your dedicated personal trainer break records, tear down walls, and unlock the extraordinary. At every step, you’re driven by passionate trainers backed by the latest science and our industry-leading institute. Our program. Your results.”
A new class launch that set group fitness on fire.
The work: Group fitness classes are the lifeblood of Equinox, and giving a new class a stylized, buzzworthy launch is how the brand puts its stake in the ground as the leader in high performance. I wrote a ton of these in my day, Firestarter just happens to be one of my favorites. 90’s babies know what I’m talking about.
What I did: Concepted a campaign, crafted class name and supporting copy