planet fitness
challenge
Before Planet Fitness became the national powerhouse it is today, they wanted a campaign that separated them from everything everyone hates about “traditional” gyms.
creative
I led the creative team that gave Planet Fitness its voice and a bold, un-gymlike identity. While competitors flexed exclusivity, we made “gymtimidation” the villain and positioned Planet Fitness as the welcoming alternative. The campaign’s humor and clarity helped define a brand that would dominate the category by flipping the script on what a gym could be.