Choreo Cult
A new class launch
Launching a new class franchise in a crowded space is a complicated one. This was the first project I worked with Equinox on, and the task was to harness the pure energy and emotion of the class in the same piece of creative.
We landed on the name by tapping into the cult-like culture at Equinox. Members love the brand, and truly identify with the classes they take and the instructors that lead them.
To make the creative work product level, we showed the moves and physicality of the class on a white background and gave the emotional scenes a more moody euphoric light treatment.
Credits
Hart Leshkina :Photographer/Director:
Timothy Strudwick & Bec Couche: Creative Directors
Vanina Kim: Associate Creative Director
Ben Radding: Copywriter
Kristina Bui: Producer