Want It All
The latest campaign for luxury fitness brand Equinox is as bewildering as lesser mortals like me might expect. The artsy visual imagery includes vignettes of well-sculpted naked bodies, faces in fish nets, a close-up of someone’s mouth stuffed with pomegranates, and the tentacles of an octopus. To quote from a review on the Muse by Clio website:
Initially, we wondered if the initiative, developed with Chandelier Creative, was just another goof on pretentious advertising. Apparently, that's not the case. Though the campaign works as both straight-ahead marketing and ironic commentary (intentional or otherwise).
“Each vignette needed to elicit an emotion, to feel tangible, visceral, and just abstract enough to allow the viewer to suspend their associations and embrace a deeper and more elemental form of desire,” Equinox VP, ECD Will Mayer tells Muse. “We wanted to highlight the duality of desire in a way that focused on feelings and tensions. [To illustrate] How our daily pursuits are guided by these principles—innate desires, not surface-level status symbols.”
Though the work may pop on social, “We are not interested in a ‘like’—we’re interested in evoking a feeling,” Mayer says. “Desire is not passive, nor are those who engage with our material. This campaign highlights a life lived, not seen through a screen.”
The target audience consists of “those who voraciously pursue or those who will see this creative and in turn feel seen.”