PLANET FITNESS

Planet Fitness is a brand that believes that fitness should be accessible and inclusive to everyone. To prove this out we had to rewrite the rules of fitness and take on enemies like #fitspo and the year of 2020 where people were stuck on the couch. To bring that to life we made campaigns that took over NYC Times Square, talked to American teens that are anxious and stressed, and got people moving.

Here is some of my favorite work that my team and I made.

Working on a gym during a global pandemic is something I’ll remember for sure. Fitness took the back seat in 2020 for most people. To get people moving again Planet Fitness knew they had to make a promo so good it was hard to pass it up. It’s Super Free and it was super successful.

If you need to plan a huge party in Times Square, I’m your gal.

New Years Eve is the Super Bowl for Planet Fitness. Our team makes everything from the iconic party hat, the national TV, the OOH boards and much more. Planning 2021 was a true test of problem solving, it was a much emptier Times Square and we are up against a world where people were socially distanced and more sedentary.

2021

Since this year was different in TS, we couldn’t have the thousands of people to fill the space. This was on our client’s mind, worried the party would be lacking energy, we came up with a creative solve. I brought in the pros, 150 of the professional party starters “wacky wavy inflatable tube men and women” and oh did they move it and fill that empty Times Square.

Our most noteworthy part of the evening was the Planet Fitness Move-It-Meter and Alfonso Ribeiro that got people up and moving with a special NYE performance of The Carlton.

Mentions of “Carlton” immediately began flooding the Twittersphere, with viewers claiming Alfonso’s performance saved the broadcast and was their favorite part of the night

• 25 hundred Mentions of ‘Carlton’ on Twitter

• 1M+  impressions 

• Top 20 Trending Topic on Twitter