In 2010, Equinox Fitness approached DSTLLRY to grow their online presence with new video content. As Creative Director, Michael met with Equinox’s CEO Harvey Spevak who adamantly “did not like fitness videos.” Michael took this challenge and came back with the idea to showcase the athletes’ amazing talent, passion and beauty first, which inspires people to workout. Sometimes the brief was, “this guy can jump out of a pool, can you make a video around that?” The answer was always “yes” and Michael led his team to create a unique visual style that became instantly recognizable as Equinox.
Equinox commissioned DSTLLRY to create a series of fitness and lifestyle videos to represent the company’s strong brand vision and attempt to reinvent the way video can be used in the fitness space. In addition to the successful consumer videos, DSTLLRY also produced HR onboarding and promotional corporate videos, all in this signature style.
The yoga video for Equinox’s Briohny Smyth was the most notable of the series. It does more than justice in displaying how an artfully honed yoga body has no limits. In stark comparison to most fitness and instructional videos, DSTLLRY added a subtle touch of voyeurism to enhance the instruction.
The Briohny yoga video became a true viral success at over 10 million views and counting, and the winner of the 2012 IAC Outstanding Online Video Award. Controversial for some, the ultimate inspiration for others.
Client: Equinox Fitness Role: Creative Director / Partner Agency: DSTLLRY
Award: Winner of the 2012 IAC Outstanding Online Video Award