Equinox, the high-end fitness club, consistently takes an edgy approach in ad campaigns. This year's campaign 'Commit to Something' continues the tradition, with its own recommitment to 'Commit to Something' from 2016.
“It’s certainly no secret that Steven [Klein] is a fearless creative with a strong point of view on social issues, so it was a no-brainer to continue telling the commitment narrative through his powerful lens,” said Elizabeth Nolan, Equinox Executive Creative Director. “This year’s imagery goes even deeper to showcase his greatest strengths as a storyteller, collaborator and cultural steward.”
Imagery includes Jessica Stam growing cannabis and Samantha Paige displaying her double mastectomy scars. Klein, who is one of AOC's treasured, favorite photographers, said about Samantha: “It is brave and daring on both Equinox’s and Samantha’s part, to show a woman that decided that the physicality of having breasts, was not important to feel good about yourself,” he commented. “Today people are over-consumed with their exterior physicality.”
Equinox, of course, leads the way in showcasing physicality but the campaign is pure Steven Klein brilliance.