Better Half and Equinox’s fruitful creative collaboration began in 2018. In 2020, Better Half CEO Will Mayer was brought into Equinox to architect a new creative order and rewire the brand’s internal belief system. In the 4 years that followed, Equinox transformed into a platform worthy of obsession.
As VP of Creative, Will Mayer focused on rebuilding the Equinox community through key global partnerships, updated member programs, and elevated experiences. Every brand surface was reassessed and rebuilt.
Expanding the Equinox ecosystem through engineered referral loops and loyalty architecture, designed to reward devotion and replicate belief.
Will Mayer to Equinox Exectuive team, 2021
Will Mayer partnered with Collins to concept We Don’t Speak January, the most effective campaign in Equinox history, igniting global discourse and record-breaking performance.
For Pride 2022, Equinox curated a benefit auction, Forms of Intimacy, at Sotheby’s, showcasing the work of LGBTQ+ artists.
100% of proceeds went to Camp Felix Pride, a summer camp for LGBTQIA+ youth in the New York City foster care system.
