As the creative team lead, I oversaw all aspects of the creative direction of Crunch’s 2022 campaign: casting, art direction, production, and design of the final campaign assets.

I directed photoshoots in three gyms, capturing the distinct amenities of Crunch’s amenity-focused urban Signature gyms as well as their affordable suburban Franchise locations. Go Crunch Mode — Crunch’s first full-year campaign since the pandemic shuttered gyms in 2020 — highlighted Crunch’s emphasis on fun and entertainment, drag queens and all.

Final campaign deliverables included direct mail, outreach cards, in-gym lightboxes, sidewalk sandwich boards, display ads, email, and social.

Photography by Coty Tarr. Junior Designers / Production Assistants: Sofia Jofre and Kelsey Bower. TV and Radio: Familiar Creatures.