Jan 212014
 

Finally, after 3 years of Terry Richardson, Equinox, the high-end fitness and lifestyle gym/club, ditched him in favor of Wieden+kennedy for their 2014 ad campaign. Fashion photographer and controversy expert Terry Richardson headed the Equinox ad campaign from 2011-2013, and generated a fair bit of controversy with a good bit of sleaze thrown in. In addition, the campaigns generated controversy about using thin instead of fit models. And like most things Terry Richardson, there was always the controversy of using sex to sell things.

Also see Equinox ad campaign 2013 and Equinox ad campaign 2012.

“We looked to our members as the core inspiration for this campaign,” said Carlos Becil, Senior Vice President of Marketing, Equinox. “Grounded in the idea of high performance living, we aim to provide our members with a holistic approach to health, and push them to seek higher goals, disrupt preconceived notions and break boundaries. This campaign embodies that disruptive spirit and speaks to our core audience.”

“For this campaign we wanted a photographic approach that had a strong sense of narrative and realism,” said Stuart Jennings, Creative Director, Wieden+Kennedy New York. “We chose Robert Wyatt as the photographer because he’s a storyteller who injects a fashion sensibility into all his work. His ability to capture real, candid moments rather than overly posed situations made him a perfect fit for this campaign.”

However, don’t get your hopes too high on this latest campaign by Equinox. It isn’t terrible but there’s nothing terribly exciting about it either. There are 6 pictures, with “Equinox made me do it” theme.

Here, be the judge:
(click on the pictures to get full size image)

Equinox ad campaign 2014 Equinox Made Me Do It 01

Equinox ad campaign 2014 Equinox Made Me Do It 02

Equinox ad campaign 2014 Equinox Made Me Do It 03

Equinox ad campaign 2014 Equinox Made Me Do It 04

Equinox ad campaign 2014 Equinox Made Me Do It 05

Equinox ad campaign 2014 Equinox Made Me Do It 06

Equinox ad campaign 2014 Equinox Made Me Do It

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 Posted by at 7:24 pm
Jan 202014
 

Equinox Ad Campaign of 2012 was done by fashion photographer Terry Richardson. The campaign created some controversy as people thought the models were too skinny instead of being fit. This was changed in the Equinox ad campaign in 2013, again by Terry Richardson.

Equinox is a luxury fitness company headquartered in New York that has always tried to maintain an upscale image. It caters to the higher end of the gym consumer market and provides many additional facilities to members in addition to regular gym. Equinox does annual ad campaigns to emphasize its brand and from 2011-2013, chose Terry Richardson, the famous (infamous?) fashion photographer to head the campaign.

Bonus: Here’s the ad campaign video for these images.

I would love to hear your thoughts. Do you think the models are too skinny? Too much flesh? Cheesy? Raunchy?

(Click on the images to enlarge)
Brainpower. By Equinox.
Equinox ad campaign 2012 BrainPower

Coordination. By Equinox.
Equinox ad campaign 2012 Coordination

Determination. By Equinox.
Equinox ad campaign 2012 Determination

FlexAppeal. By Equinox.
Equinox ad campaign 2012 FlexAppeal

Focus. By Equinox.
Equinox ad campaign 2012 Focus

Rejuvination. By Equinox.
Equinox ad campaign 2012 Rejuvination

Victory. By Equinox.
Equinox ad campaign 2012 Victory

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 Posted by at 11:12 am