Equinox Fitness Club has worked with advertising agency Fallon and fashion photographer Ellen von Unwerth to promote a glamorous fantasy edge to motivate a new set to enrol at the gymnasium. Unwerth, known for her sexual fashion photography and film, has presented three tableaux showing men and women in unlikely situations: a male nude posing for a nuns’ art class, a man bending over backwards to become the table in a nineteenth century royal harem, and a group of women needlessly preparing themselves for plastic surgery. The byline, “What’s Your After? It’s not fitness. It’s life”, reminds those making fitness their goal for the new year that fitness is a means to many ends.
The Equinox campaign was developed at Fallon, Minneapolis by executive creative director Al Kelly, group creative director/art director Hans Hansen, group creative director/copywriter Eric Sorenson, creative director Mike Gibbs, art director Daniel Burke, copywriter Roberto Lastra, with fashion photographer and director Ellen von Unwerth.