Working Out at Equinox Will Make You Tough, Naked and a Little Dumb | Adweek
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Working Out at Equinox Will Make You Tough, Naked and a Little Dumb Robert Wyatt shoots W+K ads

Getting ripped at a luxury gym will make you want to get more naked everywhere, says luxury gym Equinox.

OK, if your prerequisite for being comfortable getting more naked everywhere is having the body of a super-fit fashion model, sure, makes sense. Getting ripped at a luxury gym will also make you want to get a black eye, though, or stow away with your buddy in the trunk of a luxury Mercedes, says Equinox. That makes less sense, because it's dumb to get punched in the face, or cram two people into the trunk of a sedan.

The images in the new print and digital campaign from Wieden + Kennedy in New York, shot by photographer Robert Wyatt, feature the tagline "Equinox made me do it," because writ large, getting ripped at a luxury gym will make you feel like a badass, says the company. That means all kinds of new confidence and adventures with your high-end fashion accessories.

It's not dissimilar in spirit to a highly sexualized campaign, shot by Terry Richardson, that the brand pulled amid criticism late last year. It's just toned in favor of a more ambiguously suggestive and playful sort of mischief, which makes it right on target for a health club that likes to hire fashion photographers to give it that vague haute glow.

The new campaign even approaches direct relevance to the brand's actual product—fitness—with the shot of the guy in the ice bath, assuming he's recovering from a particularly intense workout … though he probably doesn't really need to bring that fancy watch into the tub with him.

More images, a video and credits below.

CREDITS
Client: Equinox
Agency: Wieden + Kennedy, New York

Print and OOH credits
Executive Creative Directors: Colleen DeCourcy, Mark Fitzloff, Ian Reichenthal, Scott Vitrone
Creative Directors: Gary Van Dzura, Stuart Jennings
Copywriter: Nick Kaplan
Art Director: Cyrus Coulter
Designer Director: Serifcan Ozcan
Account Team: Patrick Cahill, Jacqueline Ventura
Creative Services Director: Chris Whalley
Project Manager: Yann Samuels
Art Buyers: Michelle Chant, Molly Dowd, Hillary Frileck
Print Producer: Kristen Althoff
Photographer: Robert Wyatt
Wardrobe Stylist: Simon Robins
Hair Stylist: Owen Gould
Makeup Artist: Jo Strettell
Business Affairs: Quentin Perry
Brand Strategist: Erik Hanson
Retouching Agency: Loupe Digital Imaging
Retoucher: Mark Baxter

Video credits
Executive Creative Directors: Colleen DeCourcy, Mark Fitzloff, Ian Reichenthal, Scott Vitrone
Creative Directors: Stuart Jennings, Gary Van Dzura
Interactive Creative Director: Gary Van Dzura
Copywriter: Nick Kaplan
Art Director: Cyrus Coulter
Head of Content Production: Lora Shulson
Producers: Luiza Naritomi, Kristen Johnson
Brand Strategist: Erik Hanson
Account Team: Patrick Cahill, Jacqueline Ventura
Business Affairs: Quentin Perry

Director, Director of Photography: Hugo Stenson

Editing Company: Rock Paper Scissors
Editor: Carlos Arias
Post Producer: Lisa Barnable
Post Executive Producer: Eve Kornblum
Editing Assistants: Chris Mitchel (senior assistant), Alex Liu (assistant)

Telecine Company: Company 3
Colorist: Tom Poole

Mix Company: Heard City
Mixer: Eric Warzecha
Assistant Engineer: Jeremy Siegel
Producer: Sasha Awn

Flame Artist: Edward Reina
Flame Producer: Melanie Gagliano
Flame Assistant: Jazmine Venegas

Music Company: Good Ear Music Supervision
Music Supervisor: Andrew Kahn
Song: Ticket Home
Artist: The Bones of J.R. Jones

 

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