Equinox’, new campaign, Commit to Something, by new York agency, Chandelier Creative, seems to fly in the face of the “fit for life” movement. The luxury gym chain’s campaign seems to promote being fit for lifestyle – achieving the body and the show-off strength and flexibility that society (and yes, social media) hold dear. In the creators’ minds it is about “transcending human physical limits to unlock everyone’s full potential. In a rapidly changing world filled with increasing challenges, this film acts as a rallying cry — an invitation to full, unapologetic commitment. This project goes far beyond a simple showcase of physical performance. It’s a raw, intense, and uncompromising exploration of what it truly means to push beyond one’s limits.” Colors director, Charlotte Wales, was brought in for her signature “ethereal visual spaces imbued with humour and fantasy”, to create a cinematic expression of what it truly means to commit.

Interesting, isn’t it? Maybe many will see commitment to fitness, and others will see pressure to fit the social ideal? Time, and social media commits, will tell.

Credits
Client: Equinox

Creative Agency: Chandelier Creative
Production: Colors
Producers: Julie Mathieu Moreau & Jules Dieng
Director of Production: Alexis Fonvieille
Production Service: 24/7

Director: Charlotte Wales
DOP: Maximilian Pittner
Production Designer: Arthur De Borman
Stylist: Georgia Pendlebury
Makeup: Lynski (Anzelika)
Hair: Shiori Takahashi