Equinox Creative Director Says "Fitness Is A Fraud"
It seems silly right? If you don't like your job, just go somewhere else. Find another job. Well, Bianca Kosoy would tell you to piss off. She loves her job, just not the fitness industry. She is quoted in the New York Times article as saying "I never workout, I think fitness is a fraud. That's why I make it look like fashion." She has taken her job as Creative Director at the fitness club Equinox and flipped it on its head.
As much as Kosoy dispises the industry she works in, she is responsible for 10 designers and all the advertising that sells memberships to the rich and famous. Giuliana Rancic, Renee Zellweger, Alex Rodriguez, Tim Tebow, Cameron Diaz, and Bradley Cooper are just a few of the clientele at Equinox.
The campaign definitely sets itself apart from other fitness clubs but runs the risk of blending in with other fashion campaigns. We wonder if people will look for a designer's name or just glance over the ad all together.
What do you think? Below are some of Equinox's adverts.