Challenge
Emerging from the pandemic, the fitness industry was prime to capitalize on a world’s worth of potential members seeking a gym beyond their own garage. With new gyms under construction and an urge to get back to the basics, Gold’s needed a campaign to leverage this moment.
Activation
A gym’s proof is in their members. We created a campaign under the simple, yet bold “Built by Gold’s.” From members building a new routine, a fitness community and ultimate a Gold’s body – to Gold’s Gym literally building new state-of-the-art facilities, we built a truly global campaign. After solidifying the concept, we went straight into building a shot list, casting for and directing a new-look photo and video shoot, that quickly led to asset creation and a Campaign Playbook to be issued over the entire Gold’s Gym franchise and corporate landscape.