If you were looking for some major #fitspo to get you back into the gym in 2017, look no further than the new Equinox 2017 campaign shot by world-renowned fashion photographer, Steven Klein (who also happens to be one of my personal favourites!).
It’s certainly not every day that you would come across a striking and undoubtedly eye catching campaign for a gym that goes beyond featuring hot people with hot bodies. This year’s ‘Commit To Something’ campaign tackles an exploration of personal identity, and topics that are rarely addressed in advertising such as today’s cannabis culture and a proud display of a woman’s double mastectomy.
So where did the inspo for Equinox come from? “This year’s campaign revolves around the notion that what you commit to is who you are, so we’re daring viewers to take stance and look inward, even if doing so makes you a little bit uncomfortable,” said Carlos Becil, Executive Vice President and Chief Marketing Officer, Equinox.
“We’re in the business of changing lives at Equinox, so we’ve learned firsthand that going ‘all in’ on anything—whether it be a workout, a cause or yourself—will undoubtedly get you one step closer to finding out who you really are.”
Real life cancer survivor, Samantha Paige, posed for the campaign to represent survival and self-commitment. Her journey, which began with thyroid cancer and BRCA-1 gene mutation diagnosis, culminates with her proudly exposing her bare chest looking fearless, strong and beautiful.
The image above depicts a man obsessed with his own beauty, directing a staff that carefully grooms every part of his body (portrayed by Brian Shimansky), while the below highlights an aristocratic woman tending to a greenhouse full of cannabis plants (portrayed by Jessica Stam).
“I view my work through the eyes of a photojournalist, as I draw influence from what’s going on outside my door every day. This approach lends itself naturally to this year’s Equinox campaign, where we’re using imagery to tell highly personal stories and inspire conversation about important issues,” said fashion photographer Steven Klein, who is shooting with Equinox for a second consecutive year.
The new Equinox 2017 campaign was released on January 3rd, 2016 and will be showcased through social media using the hashtag #committosomething. Be sure to share your favourite images, your own commitments for 2017, or view more at Equinox.com.
For some of my tips on how to stay committed to fitness every day, click HERE.