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
In 1977, Virgin signed the Sex Pistols, and ever since then, the brand has had punk in its DNA. When we were challenged to refresh Virgin Active’s visual identity, we brought the brand back to its roots. We heroe'd rebellious expressions and authentic movements, graffitied the gym, and painted the world in punked-up black and white.
Credits — We Are Pi
Jack Harrison, Janice Ko, Kyle Fiore, Seth Josephs, Rick Chant, Gemma Stoner
Credits — Partners
Spindle, Daniel Liakh,
Maximilian Hetherington