Every fitness journey is unique. A lot of fitness advertising isn’t. You know the type: dark intense lighting, pounding agressive music, cool-kids-only vibes, and more than a tinge of judgement around whether your “why” is worthy.

At OrangeTheory, every reason you show up, is the right reason. Whether it's to meet new friends, shed a few pounds, build muscle, or simply enjoying an hour of “me time,” whatever gets you working out works for us.

This campaign also served as a soft launch for OrangeTheory’s brand refresh, which we developed with the amazing team at Design Studio. It was a much anticipated evolution to their look and feel that created a fresh, modern aesthetic while still celebrating the aspects OTF’s brand members know and love.

ROLE: Creative Director/Art Director