In year three of Equinox’s “Commit to Something” campaign, we switched it up. Instead of making ads featuring people's commitment, we used people's commitment as a raw resource. Taking this intangible thing, we made a wide range of tangible products, luxury apparel, and accessories. This is the Commitment Collection.
credit: creative director, writer: ian hart, matt spicer, art director: jess shriftman, molly jamison, director: jihye ku
Beyond just OOH, the Commitment Collection also became a fun way to regionalize the campaign.
We then used the products to bring some life to store windows across the Country.