Every new year like clockwork, the gym chains start shouting over each other. New year new you! Join now, fail later! But LA Fitness believes that any day an be an opportunity to get back to it, and any reason can be your reason - not just because it’s January 1st. We aimed to create a brand campaign that would emotionally resonate with our audience who has wisened to the fact that New Year’s resolutions, crash diets and gimmicky work out trends just don’t work. Instead, you need consistency, balance and above all, a gym that has your back all year round.

CASE STUDY (2023)

TV SPOT (2023)

OUT OF HOME (2023)

Executive Creative Director: Chelsea O’Brien Kauth
Creative Director: Michael Blaney
ACD/Writer: Edgar Mireles
ACD/Art Director: Matt Goldberg
Director: Christian Breslauer, London Alley
Photographer: Caleb Kuhl
Editorial: Chris Champeau
Color: Matt Osbourne, Company 3
Producer: Scott Miller
Agency: The Woo