Working Out at Equinox Will Make You Tough, Naked and a Little Dumb

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