Equinox is back with another striking print, digital and outdoor campaign from Wieden + Kennedy New York that looks more like fashion advertising than something a gym, even a high-end one, would put out. And the concept goes well beyond workouts, too, pushing the concept of "commitment"—not just in exercise but in life.

Fashion photographer Steven Klein shot the seven new ads over three days in Los Angeles. They celebrate various forms of commitment, Equinox says, in socially relevant areas like activism, sexuality, lifestyle choices and women's rights.

The brand says the images range "from a young mother unapologetically breastfeeding in public (portrayed by Lydia Hearst), to an activist who is seen fearlessly taking a stand for her cause (featuring Bianca Van Damme, daughter of Jean-Claude Van Damme), to a male cheerleading champion who wasn't threatened by a stereotype and dedicated himself to winning in his own way (featuring MMA fighter Alan Jouban). All vignettes are a virtuous expression of taking deliberate action, of going 'all in.' "

W+K tells AdFreak that the idea of committing only to a workout just wasn't compelling enough—thus, the larger idea her of committing to life. "It takes shape in different ways for different people," the agency says. "Committing to a cause. Committing to a belief. Committing to pursuing the almighty dollar. Or even committing to multiple sex partners. The more we stretched the definition, the more interesting the campaign got."

Klein "helped breathe life in to the various scenarios," W+K added. "His great eye and the great, skewed twists in all his work helped further elevate the work."

"It is the responsibility of advertising to communicate modern times and social issues," Klein said in a statement. "This campaign addresses today's issues and social commentaries, which is a powerful approach instead of portraying people as superficial objects with no narrative."

Added Equinox CMO Carlos Becil: "Equinox is about commitment, we are obsessed with it, and we challenge our members to know who they are and what they want. It's not just about fitness – it's about life. The concept of commitment is bold, incredibly powerful, and it's real, especially in a world today where commitment is lacking."

The campaign, which comes as the gym celebrates its 25th anniversary, broke on Monday in digital, social and print under the hashtag #CommitToSomething. The ads will also be displayed in Equinox locations in New York, Los Angeles, Chicago, San Francisco, Miami, Boston, New Jersey, Texas, Washington, D.C., London and Toronto.

CREDITS

Client: Equinox

Project: Commit to Something

Format: Print, Out-of-home, Digital, Social, In Club (windows/displays)

Chief Marketing Officer: Carlos Becil

Executive Creative Director: Liz Nolan

Senior Manager, Social Media: Caitlin Schneider

Manager, Social Media: Carly Roth

Senior Manager, Studio Services: Gisela Delgado

Print Production Assistant: Lisa Day

Senior Manager, Brand Communications: Ashley Anderson

Assistant Marketing Manager: Kathryn Morgan

Agency: Wieden + Kennedy, New York

Executive Creative Directors: Colleen DeCourcy

Creative Directors: John Parker & Sean McLaughlin

Copywriter: Rajeev Basu

Art Director: Mathieu Zarbatany

Art Director, Social: Alison Joseph

Director of Art Production: Deb Rosen

Photographer: Steven Klein

Account Director: Casey Jennings

Account Supervisor: Kristen Herrington

Account Executive: Jasmine Cogdell

Project Manager: Danielle Rounds

Business Affairs: Keri Rommel, Lindsey Timko

Brand Strategist: Neal Arthur

Content Strategist: Matt Simpson

Community Manager: James Williams

Designer: Design Director: Serifcan Ozcan; Designer: Brian Metcalf

Media Director of W+KNY: David Stopforth

Group Media Director: Ryan Haskins

Media Supervisor: Courtney Bernstein

Media Platforms: Yoni Freedman

Photographer: Steven Klein

Photographer's Agent: Art Partner

Stylist: Mel Ottenberg

Set Designer: David White

Retouching Agency: Steven Klein Studio

Production Company: North Six

Executive Producer: Jordanna Vogel

Line Producer: Kellie Tissear