Gym Face

Lucky Generals

Client: The Gym Group

Additional credits: Production Company: Biscuit, Post Production: Black Kite Studios

The Gym Group has a simple mission: to break down barriers to fitness for all. They do whatever it takes to support you on your fitness journey. And this commitment is at the heart of their new brand platform: we're with you.

The first barrier to fitness we wanted to tackle with this campaign was 'gymtimidation' — when people feel self-conscious and lack confidence in the gym. Our solution was a music-led campaign called 'Gym Face' which centres around a simple truth: we've all got a gym face. It's full of supportive tracks that everyone can work out to with a smile, or in this case, a Gym Face...