Equinox is back at it again with their boundary-pushing and thought-provoking advertising campaigns, but for the 2017 "Commit to Something" ads, the brand decided to dig deeper and explore personal identity in a way we're not used to seeing.
"This year's campaign revolves around the notion that what you commit to is who you are, so we're daring viewers to take stance and look inward, even if doing so makes you a little bit uncomfortable," Carlos Becil, Executive Vice President and Chief Marketing Officer of Equinox, said in a press release. "We're in the business of changing lives at Equinox, so we've learned firsthand that going 'all in' on anything - whether it be a workout, a cause or yourself - will undoubtedly get you one step closer to finding out who you really are."
While the brand has used the theme of commitment for as long as we can remember, they made it even more powerful this year by starting a conversation about personal and real stories. Famed photographer Steven Klein tackled social issues and bared it all for the photos, and he was notably moved by Samantha Paige, who made a "decision to embrace a new perspective on beauty after a double mastectomy."
Sometimes commitment is not about what you stand to gain, but what you're prepared to lose. #CommitToSomething http://pic.twitter.com/kopMc9hZaJ
- Equinox (@Equinox) January 3, 2017
Keep reading to see all the photos from Equinox's 2017 ad campaign, and prepare to be inspired to be your best self.
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