Total Fitness

Project Summary
A bold New Year campaign reframing quitting as something positive by encouraging people to quit the right things and keep showing up.

The Challenge
Gyms compete for attention every January, but most messages sound the same: grind harder, push more, no excuses. The challenge was to create a campaign that cuts through the noise and speaks to people in a more honest, human way.

The Goal
Create a cleaner, more intentional packaging system that feels relevant today while keeping the affordability and approachability the brand is known for.

A series of posters on a brick wall featuring motivational phrases such as "Being Perfect," "Thinking Everyone's Watching You," and "Skipping Leg Day." The posters are black and white with red text overlays, and the lower part of the posters include a logo with a white "F" on a black and red background.
A metal sign on a wall that reads, "Keep Being Perfect." with a background of graffiti and dots on the left side and a glimpse of a hallway or outdoor area on the right side.
A series of motivational fitness posters with red, black, and gray text. The posters display messages about quitting, staying consistent, and working out, with phrases like "QUIT," "KEEP Walking Funny," "Being Perfect," and "Join the gym where quitters get stronger."
A series of social media story slides promoting a fitness brand's giveaway. The slides contain bold red and black text on a grey, textured background, encouraging quitting something, sharing to stories, and participating by answering questions for a chance to win free gym memberships or training.