BRICK, a modern group class fitness facility, launched a new campaign called “The Fit Nesting Doll” designed to help new members reach their fitness goals. The insight: everyone joins the gym for different reasons. But joining the gym is only the first step. Keeping the motivation is the hard part.

The campaign, created by BBDO New York, is a progressive 5-month fitness plan customized for new members in the form of 3D printed nesting dolls. The dolls, designed by artists from around the world, carry a flash drive within their last layer featuring the member’s workout plan. The different layers of the dolls represent the stages of the customer’s progress, keeping the benefit of working out right in sight and as a result, providing the right dose of motivation to reach their goals.

The video can be found on BRICK’s social channels and the campaign's designated web page (http://fitnestingdoll.com/). The work will be accompanied by print and social content to help support its efforts. 

For further insight, check out the behind the scenes video: