Create a campaign for another workout DVD for Men’s Health. It has to differentiate itself from the other DVDs created by Rodale and work within the Men’s health brand while having it’s own visual voice.
The title of the workout gave us the idea to give this product a Fight Club feel. With desaturated imagery, a single pop of red color, and added noise, we created a product that looked grimy yet beautiful and sophisticated. The workout creator, Andy Speer, was the perfect mix of lean and muscular, and we were sure to keep him unshaven and a bit rough looking. This art direction was also used in the photo and video footage, crating a beautiful, united campaign.