Your club. Your Story. NYHRC campaign.
A brand campaign built around real club members, using their stories to shift the perception from a traditional gym to a more personal, experience-driven brand.
Role
Art Direction and Design, leading concept development, visual direction, and execution of the campaign video.
Overview
New York Health & Racquet Club needed to move beyond a traditional gym perception and better reflect the community behind the brand.
Your Club, Your Story was built around real members, highlighting their individual experiences and connection to the space. The goal was to show the club through the people who define it.
Approach
The campaign focused on capturing authentic moments from real members rather than scripted scenarios. Each story was treated as its own perspective, creating a more personal and relatable view of the brand.
Visual pacing, composition, and editing were used to let those stories lead, shifting the focus away from the facility itself and toward the people who make it meaningful.