THE ASK
Reimagine the legacy of Gold’s Gym for the modern era. Remind the fitness community why Gold’s Gym is the standard of strength and gym culture.
ART & DESIGN DIRECTION
Led on-set art direction for national video capture, directing shots based on the Gold’s Gym videographer’s shot list.
Led design direction focusing on templated text layout across all print and digital assets.
Defined the visual storytelling approach for photography, pitching multi-angle exercise coverage to show progression and movement.​​
CAMPAIGN DELIVERABLES
​Paid Social Media Ads
OOH Billboard Designs
Retail POP
Website Assets
On-set art direction leading the production team’s videographer. I ensured we got every shot we needed for the campaign’s video assets.
Chris Isaiah, in the yellow hoodie.
WHAT IS "THE STANDARD"?
The Standard is a 360 marketing campaign that reclaims Gold’s Gym authority in strength culture by connecting 60 years of training legacy with modern gym culture.
Every piece of messaging, creative, and product storytelling ladders into this idea that when you train with Gold’s Gym, you’re living the standard everyone else is still chasing.
We achieved this through visuals that capture the effort before, during, and after a workout. We hero strong, diverse bodies engaged in real member activities—personal training, weightlifting, group classes, stretching, and quiet moments of focus.
1x1 Video asset for paid media
PAID MEDIA SELECTS
Carousel assets for Meta.
Carousel assets for Meta.
Templated ads for Snapchat with different messaging.
Paid media video ads.
PRINT SELECTS
Billboard.
Direct Mailers, the pink areas are editable for later use.
THANK YOU FOR VIEWING!
Paid media for YouTube.
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