Equinox’s Provocative New Campaign for 2017 Is All About Identity

New work from Wieden + Kennedy

Equinox still wants you to "Commit to Something."

The luxury gym brand has retained its 2016 tagline for this year's campaign from Wieden + Kennedy in New York. This time the print, digital and social campaign, shot again by fashion photographer Steven Klein, will focus more on how someone's commitment can define their identity. 

"There seems to be a push for ease and an overall lack of commitment today," noted Wieden + Kennedy creative director John Parker in a statement. "These [images] were designed to point out that commitments, not only in fitness but in life,​ ​fundamentally define you."

Parker added: "It may be hard, it may take time, and you may not always be successful, ​but dedicating yourself to something is worth it. Because ultimately, the things you commit to, are the things that make you who you are.​"

Though Equinox is a luxury gym brand, it isn't interested in creating work that's just about the gym and it "probably never will," noted Elizabeth Nolan, Equinox executive creative director, who explained that this year the imagery goes deeper into social issues. 

One campaign image, "Tattoo" featuring artist Samantha Paige, is meant to represent "survival and self-commitment." Paige had a double mastectomy after her diagnosis of thyroid cancer and a BRCA1 gene mutation and she shows her bare chest being tattooed in the ad. 

"The images are meant to celebrate a wide range of commitments," said Parker. "Some touch on social issues while others are more playful. While we never intended for these to be photo journalistic, we [did draw] from real life. Some of the executions even feature models dedicated to the commitments we captured. For example in Tattoo,​ our model Samantha ​Paige has actually had a double mastectomy, a commitment that has deeply made her who she is today.​" 

See the work below: