Equinox Fitness Club

Equinox puts a new twist on fitness.

Equinox fitness clubs and Fallon, Minneapolis enlisted fashion photographer Ellen von Unwerth to shoot a provocative new campaign attempting to sell fitness differently. Expressing unspoken fantasies, Unwerth delivers images placing the physically fit on a quasi-divine pedestal. Chiseled torsos and natural feminine curves are juxtaposed with marked-up women prepped for plastic surgery, attempting to send the message that natural beauty promotes corporeal delight and glamour many try to obtain artificially. Visually a cross between Eyes Wide Shut and Moulin Rouge, Equinox is certainly going a bit more glam than catering to the New Year's resolutions folks.

Client: Equinox Fitness Club
Agency: Fallon, Minneapolis
Photographer: Ellen von Unwerth
Director: Ellen von Unwerth
Executive Creative Director: Al Kelly
Group Creative Director: Hans Hansen,
Eric Sorensen
Creative Director: Mike Gibbs
Art Director: Hans Hansen,
Daniel Burke
Copywriter: Roberto Lastra,
Eric Sorensen
Artist Representation, Photography: Art + Commerce
Artist Representation, Director: Moo Management/Moo Studio
Artist Representative: Philippe Brutus
Executive Producer: David Lyons (Moo Studios)
Producer: Rebecca Donaghe (Moo Studios)