Welcome Forward
The Equinox 2021 Campaign
After a year of navigating Covid-related club closures and restrictions, this campaign needed to show the brand in a new light. Having just launched EQX+, the member app, it needed to demonstrate at a brand level how the physical and digital experiences worked together, ushering in a new era for the Equinox brand.
THE BIG IDEA.
We looked to Loci, an ancient memory technique, for inspiration. Loci requires you to make a “mind palace”, a meditative space where you can store and access information, or skills and training, wherever you are, whenever you need it - a perfect metaphor for the new EQX+ and how it relates to the physical club experience.
HOW IT WORKED.
We wanted to champion a less-expected discipline and cast Olympic fencer Miles Chamley-Watson in the lead role. In our story, he faces a challenge during a duel. In moments of doubt, Miles mentally transports to his mind palace. Here he calmly accesses his training, and selects the skills he needs to able to conquer his opponent.
THE RESULT.
With a lot of strings pulled and more covid tests than anyone should ever be put through, we worked with director Jonas Lindstroem and The Mill to shoot in Spain and bring the vision to life.
The concept was strong, and extended into all activations, with the stills and film used across OOH, Digital Signage and social. The results were impressive, leading to a 55% increase in membership, even with intermittent club closures.
And Breathe.
We worked with a wonderful drone pilot, Andres Aguilar. We didn’t end up using a lot of the footage in the final film but we did create a Mind Palace guided visual meditation piece with the footage. This ended up being one of my favorite pieces from the campaign because it gave an opportunity to the viewer to engage with the concept of making a mind palace on a real informative level.
CREDITS
Will Mayer: Equinox Executive Creative Director
Rebecca Couche: Equinox Senior Creative Director
Vanina Kim: Equinox Associate Creative Director
Gisela Delgado: Equinox Creative Operations
Kristina Bui, Director of Production
Jacqueline Lambert: Equinox Brand Manager
Jonas Lindstroem IconoclastPhotographer/Director
Monica LenczewskaDOP
Andres Aguilera Drone Operator
Mark Aguilar East Tenth Casting Head of Casting