This Fitness and Lifestyle Brand Fuels Your Desire to Want It All

Luxury fitness and global lifestyle leader Equinox presents their latest campaign, 'Want It All,' a conceptually potent visual feast that invites current and prospective members to question what motivates them and explores the human complexity of the desires that drive all of us. 

Evoking the poetic luxury of Equinox in executions, including a brand film and numerous OOH elements in New York, California, Texas, London, and Canada, “Want It All” features a compelling series of diptychs depicting the many dimensions of desire, including indulgence, exertion, sexuality, extremism, achievement, growth, and success. Created with agency partner Chandelier Creative, the visual vocabulary is realized by renowned photographer Zhong Lin and cinematographer Stuart Winecoff. 

With 'Want It All,' Equinox is setting a mantra in defiance of apathy and resignation, empowering current and prospective members to embrace desire as the engine of action and the fuel for a high-performance lifestyle. The ongoing initiative is an apt follow-up to Equinox’s 2023 'We Don’t Speak January' manifesto, rejecting the idea of fleeting whims that often colour New Year’s resolutions and focusing on the deeper human motivations that create lasting motivation and evolution.

Equinox VP and ECD Will Mayer says of the campaign, “‘Want It All” is an invitation to awaken desire and let it push you to new places. Inspired by our tagline, "It's Not Fitness. It's Life,”  we aimed to capture this feeling of desire outside of the resolution trap and expand that imagery beyond fitness. The tone of the campaign is poetic luxury - bold and enticing but with a tinge of mystery. Devising these empowering juxtaposed images that complement rather than negate one another honours the human complexity in all of us."