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.