Luxury fitness and lifestyle powerhouse Equinox unveils its latest campaign, “Want It All,” a visually evocative journey that delves into the complex layers of human desire, challenging current and potential members to introspect on their motivations.
At the heart of “Want It All” is a potent visual narrative, portrayed through a brand film and a series of Out-Of-Home (OOH) elements strategically placed in key locations like New York, California, Texas, London, and Canada. The campaign, developed in collaboration with creative agency Chandelier Creative, unfolds a captivating series of diptychs lensed by acclaimed photographer Zhong Lin and cinematographer Stuart Winecoff.
Each diptych within “Want It All” captures diverse dimensions of desire, portraying facets such as indulgence, exertion, sexuality, extremism, achievement, growth, and success. The visual language of the campaign is rich in poetic luxury, resonating with Equinox’s ethos of blending fitness seamlessly into lifestyle.
“Want It All” serves as a powerful counter to apathy and resignation, encouraging both existing and potential members to embrace desire as the driving force behind action and the catalyst for a high-performance life. This initiative follows Equinox’s 2023 manifesto, “We Don’t Speak January,” redirecting focus from fleeting resolutions to the enduring motivations that fuel lasting evolution.
Will Mayer, Equinox’s VP and Executive Creative Director, shares insights into the campaign’s vision. He states, “‘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.”
Empowering Desire Beyond Resolutions
“Want It All” marks a departure from the transient nature of typical New Year’s resolutions, challenging individuals to consider desire as a profound motivator. The campaign’s arresting imagery, carefully crafted diptychs, and the overarching theme of poetic luxury collectively inspire a deeper reflection on personal motivations and the pursuit of a holistic, high-performance lifestyle.
A Visual Tapestry of Desire
With nine compelling media assets, Equinox’s “Want It All” campaign becomes a visual tapestry, weaving desire into the fabric of a luxurious, empowering, and transformative fitness experience. The NSFW (Not Safe For Work) elements contribute to the campaign’s boldness, inviting viewers to confront and embrace the multifaceted nature of their desires.
Conclusion: A Poetic Exploration
Equinox’s “Want It All” transcends traditional fitness campaigns, evolving into a poetic exploration of desire’s intricacies. By challenging individuals to embrace desire as a driving force, the campaign aligns with Equinox’s commitment to a life that extends beyond the boundaries of fitness. “Want It All” is an invitation to embark on a journey of self-discovery, where desire becomes the catalyst for achieving the extraordinary in every aspect of life.
