It all counts

BRIEF
Virgin Active wanted to re-energise their brand presence and motivate both new and existing members to see fitness more inclusively. The goal was to show that every kind of movement — from intense training to mindful recovery — contributes to wellbeing.

CONCEPT
As a team we developed the campaign concept “It All Counts,” a message built around self-compassion and inclusivity in fitness. Each line paired a simple rhythm of everyday actions with a bold affirmation that everything you do matters.

OUTCOME
Working with a photographer and models, I directed an aspirational collection of imagery, showcasing a diverse range of exercises and person. I then developed the assets, matching tagline to image and playing with the typography whilst within brand parameters. I then delivered Out of Home advertisement for bus shelters and tube stations, paid and organic social ads, posters and digital screens as well as website, CRM and app banners.