Art Director: Lindsey Breh
Photography: Ross Dettman
Videography: Vitaesessions
To showcase the full breadth of the Life Fitness portfolio, my team developed a promo spot that unified all five sub-brands into a single cohesive narrative.
Instead of presenting the portfolio through traditional product features, the creative strategy relied on sensory storytelling centered on the authentic sounds of a gym floor. By weaving recognizable audio moments like the drop of a weight or the hum of a treadmill belt, we created a shared identity across the brands while highlighting the unique role each plays in the fitness experience.