Better Half A new age creative studio, Los Angeles, CA

Equinox Brand Handle

  • 360 Campaign
  • Creative Direction
  • Social Media Strategy
  • Asset Creation
  • Video Production



Equinox built up its brand as the space for those who want it all, as the pinnacle of health and self-ideation. From their social channels, to innovative training apps, to flagship hospitality initiatives, Equinox wanted to showcase the greater impact of their membership.


Bringing Equinox’s member base outside of the gym, showcasing where their fitness lived in the world. With the personalized focus Equinox provides, we needed to construct a series of
campaigns that were expansive yet adaptable.


Seeking to expand the definition of Equinox as they were expanding their brand, we recognized this required a larger definition of fitness, discipline, and health. Introducing this new world could inspire and awe with possibilities.


Our first approach involved Equinox’s social handles. Many assets, customized for multiple platforms, were synchronized with a unified vision and an elevated approach. Full video and
social campaigns cultivated mastery in all forms. Typographic and design guidelines we developed would establish a consistent and elevated tone across any asset.


Traveling to Morocco to capture the full 360 Equinox Explore experience Better Half summited Mt Toubkal alongside Equinox athletes. Capturing photos, videos, and stories along the way we helped lay down the foundation for the brands visual look and feel.


Equinox Hotel’s posed a very different challenge. How can we highlight both the holistic and hedonistic qualities of staying in Equinox accommodations? Duality became our theme for this capture.


Taking a more editorial approach we’ve created various suites of evergreen social content for Equinox brand. Better Half has covered everything from announcing the athletes of the Boston Marathon, posting Jason Derulo’s favorite Equinox gym equipment, and highlighting the medicinal qualities of THC for athletes.