AI is blurring the difference between fact and fiction, but a three-breasted woman and Justin Trudeau on a stripper pole are unequivocally fake. Images like these a compiled into Equinox’ New Year’s campaign. Each AI image is juxtaposed against a patently real person in workout gear, captioned with the suggestion, Question everything…but yourself, and followed by the brand’s tagline, Equinox. It’s not Fitness. It’s Life.

The campaign by LA agency, Angry Gods, is a dig at AI imagery and subliminally, the unrealistic goals that culture inflicts on people – that culture determines people aspire to. It underlines what Equinox has always stood for – real achievement and self-belief. It is built around research which showed that 70% of people say they no longer know what information to believe online – which is understandable as an estimated 52% of content on platforms such as TikTok and Instagram being already AI-generated. Projections suggest that figure could rise to as much as 90% of online content by 2026.

Question Everything But Yourself is running across digital and social platforms, print, out-of-home placements, including Equinox club windows, and OTT streaming channels.