Traditional measures of strength, like kilograms and pounds, fall short of capturing what it truly means to have strength. So in a world where people think it can only be seen in mirrors, scales, and instagram posts, we needed to demonstrate the shift to a new idea of strength.  

FS8’s innovative workout combines Pilates, Tone, and Yoga into a single, all-encompassing class. This unique fusion nurtures strength in its entirety, from core stability to mental resilience and everything in-between. We worked with the FS8 team to bring their offering to life and developed the brand strategy and creative platform from the ground up. 

The goal was to not only share the FS8 philosophy, but to encourage audiences to rethink their own perspectives of strength. Positioning the workouts and the ethos under the ‘Strength Reimagined’ platform, we then devised the brand’s first global campaign. 

In collaboration with the talented team at Einwick, we set up a studio space equipped with a robotic arm to demonstrate how FS8’s three disciplines converge for a holistic representation of strength.The campaign—with accompanying stills from Jess Brohier—is live across digital, social, and OOH, with results yet to be recorded.