Virgin Active — Campaign

The wellness industry preaches health and wellbeing, but scratch the surface and you find it’s full of scam artists, quick fixes and so-called miracle cures. And in this fake wellness landscape it’s almost impossible for people to cut through the noise and lies of their social media feeds and understand what really being ‘well’ looks like. We'd had enough of the charismatic grifters and false idols. So we decided to expose wellness for what it is - a cult. Virgin Active positioned itself as the antidote to everything wrong with the wellness industry with a wakeup call to Leave The Cult and Join The Club. A rallying cry to join a gym, and discover real advice and progress. An invite to join a welcoming community, not a cult.

Virgin Active — Brand Identity

We gave Virgin Active's brand identity a new look inspired by Virgin's punk heritage.

Credits  —  Virgin Active
Jack Harrison, Janice Ko, Kyle Fiore, Seth Josephs, Rick Chant