Equinox, the luxury fitness and lifestyle gym, is often thought of for its emphasis on external image. A look into its advertising archive reasserts this focus. However, the brand is shaking things up with a 2017 advertising campaign that re-envisions the theme of “Commit to Something” as an “intimate, provocative and deeply moving exploration of personal identity.”
In a series of seven images shot by fashion photographer Steven Klein, the campaign confronts current cultural issues and asserts that commitment has the power to define who we are in the deepest sense.
Equinox’s Commit to Something campaign tackles topics rarely addressed in advertising, including a woman’s decision to embrace a new perspective on beauty after a double mastectomy (pictured above) and the cultivation of cannabis.
“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, EVP 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.”
This year’s Equinox campaign uses 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. Klein’s work has appeared in Vogue, W and Interview magazines, and his past subjects include Brad Pitt, Madonna and Kate Moss, among others.
Each image was conceived as a commentary on dedication and personal identity.
Beginning on January 3, Equinox will showcase the campaign across social media using the hashtag #committosomething, and the ads will also be displayed in Equinox locations throughout its 86 global locations.
Photo courtesy Equinox
