Product Showcase - Tech
Equinox
THE PURSUIT
Overview
Role: Art Director
Supported art direction for Equinox's "The Pursuit" campaign, a multi-channel brand platform that blended data visualization, embodied technology experiences, and real-world interactivity. The campaign tracked 2,000+ Equinox members' biometric data across nine fitness challenges, translating their physical effort into stunning data visualizations displayed across digital out-of-home, web, and in-club environments.
Approach
Created interactive installations that turned gym performance into art - members could see their heart rate, speed, and endurance rendered as dynamic visual systems in real time. The work earned a Cannes Lion and demonstrated how embodied technology - where physical activity generates digital output - can motivate real-world behavior change. This wasn't just content about fitness; it was content generated by fitness, proving that the most compelling stories about physical products come from showing them in action.
