Luxury fitness and global lifestyle leader Equinox presents their latest campaign, “Want It All,” a conceptually potent visual feast that invites current and prospective members to question what motivates them and explores the human complexity of the desires that drive all of us.
Evoking the poetic luxury of Equinox in executions, including a brand film and numerous OOH elements in New York, California, Texas, London, and Canada, “Want It All” features a compelling series of diptychs depicting the many dimensions of desire, including indulgence, exertion, sexuality, extremism, achievement, growth, and success. Created with agency partner Chandelier Creative, the visual vocabulary is realized by renowned photographer Zhong Lin and cinematographer Stuart Winecoff.
With “Want It All,” Equinox is setting a mantra in defiance of apathy and resignation, empowering current and prospective members to embrace desire as the engine of action and the fuel for a high-performance lifestyle. The ongoing initiative is an apt follow-up to Equinox’s 2023 “We Don’t Speak January” manifesto, rejecting the idea of fleeting whims that often color New Year’s resolutions and focusing on the deeper human motivations that create lasting motivation and evolution.
Equinox VP and ECD Will Mayer says of the campaign, “‘Want It All” is an invitation to awaken desire and let it push you to new places. Inspired by our tagline, “It’s Not Fitness. It’s Life,” we aimed to capture this feeling of desire outside of the resolution trap and expand that imagery beyond fitness. The tone of the campaign is poetic luxury — bold and enticing but with a tinge of mystery. Devising these empowering juxtaposed images that complement rather than negate one another honors the human complexity in all of us.”
Equinox Founded in 1991, Equinox was built on the notion that fitness can empower a life well-lived and foster a strong community of high-performance individuals. 30 years later, Equinox continues to lead and disrupt the category it singularly defined, operating over 100 full-service fitness clubs globally across major US cities, including New York, LA, Miami, and San Francisco, as well as London, Toronto, and Vancouver, each featuring bespoke design in an unparalleled luxury environment. Grounded in the core tenets of Movement, Nutrition, and Regeneration and backed by a Health Advisory Board of industry-leading experts across these disciplines, the company offers a holistic approach to fitness, inclusive of Equinox signature group fitness classes, personal training, Pilates, spa services, apparel, experiential travel, and food & beverage. Equinox Hotels is a true culmination of its lifestyle brand promise, redefining the luxury hospitality experience to be a seamless extension of high-performance living. For more information, visit www.equinox.com
CREDITS
Equinox VP, Executive Creative Director: Will Mayer
Equinox CMO: Jeff De Korte
Agency: Chandelier Creative
Photographer: Zhong Lin
Director / DP: Stuart Winecoff
Stylist: Haley Wollens
Set Design: Andrew Lim Clarkson
Hair: Tsuki
Makeup: Michaela Bosch
Movement Director: Pat Boguslawski
Music Composer: Doss
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