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This marketing campaign paid homage to old comic book design motifs, something that is recognizable and relatable among almost all demographics. 


Super heroes are almost always real people, which is why we used our real members for this campaign. I art directed the photoshoot by preparing the shot/styling list and call times for the models as well as giving direction on-set.

We wanted our members to engage with the campaign and show us how the gym makes them feel super, so we asked them to tag us on social media with any of our mirror clings displayed throughout the gym.

We were also able to use this campaign to partner with the New England Patriots who went on to win Super Bowl LIII.

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