LA Fitness

The brief

To illustrate the main stems of the Kickstart programme – nutrition, cardio, personal training, weights and group fitness. Use these benefits to sell the LA Fitness offering as a package to the consumer to entice them into their gyms.

The work

The work is deliberately different from most gym advertising. I didn’t want to stick another young, slim individual onto an ad, supposedly depicting the ‘ideal’ body shape. Instead, I opted for highlighting key human truths – like the days when you really can’t be bothered to step out of bed – and how LA Fitness can guide you through this with expert help and advice.

The result

A colourful, creative campaign, which dares to be different. By communicating with people in a human manner, we create a knowledgeable tone that people can empathise with.