CreativityWorking Out at Equinox Will Make You Tough, Naked and a Little DumbRobert Wyatt shoots W+K adsBy Gabriel Beltrone|January 13, 2014ShareBy Gabriel Beltrone|January 13, 2014Share 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 Adweek Adweek