Brand

McFit


Role

Art Direction

Strategy

Lead Designer

 

Brand

McFit


Role

Art Direction

Strategy

Lead Designer

 

As the Art Director for this campaign, I was responsible for the market stragety, production & execution for print, digital, television & social media.

Campaign Background

McFit is Europe’s largest and most well-known brand of fitness studios and spans over 250 studios in Germany, Austria, Poland, Spain and Italy. The January campaign is McFit’s largest and most important campaign, as it is responsible for the majority of new member sign up in the new calendar year.

The print campaign showcased, three main individuals after working out in studios. This was a large scale international campaign that came life in Germany, Austria, Poland, Italy and Spain. Campaign platforms included: online banners, large outdoor print ads, various television commercials, social media ads for Facebook, Instagram, Snapchat, and Tinder, floor ads, radio ads and a sales landing page. Six indiviuals were featured in total, each were actual McFit members with unique and inspring stories. Each story was featured in a documentary like story for social media, radio and additional content for McFit's branded content. 

 

Campaign Background

McFit is Europe’s largest and most well-known brand of fitness studios and spans over 250 studios in Germany, Austria, Poland, Spain and Italy. The January campaign is McFit’s largest and most important campaign, as it is responsible for the majority of new member sign up in the new calendar year.

The print campaign showcased, three main individuals after working out in studios. This was a large scale international campaign that came life in Germany, Austria, Poland, Italy and Spain. Campaign platforms included: online banners, large outdoor print ads, various television commercials, social media ads for Facebook, Instagram, Snapchat, and Tinder, floor ads, radio ads and a sales landing page. Six indiviuals were featured in total, each were actual McFit members with unique and inspring stories. Each story was featured in a documentary like story for social media, radio and additional content for McFit's branded content.  

Campaign Background

McFit is Europe’s largest and most well-known brand of fitness studios and spans over 250 studios in Germany, Austria, Poland, Spain and Italy. The January campaign is McFit’s largest and most important campaign, as it is responsible for the majority of new member sign up in the new calendar year.

The print campaign showcased, three main individuals after working out in studios. This was a large scale international campaign that came life in Germany, Austria, Poland, Italy and Spain. Campaign platforms included: online banners, large outdoor print ads, various television commercials, social media ads for Facebook, Instagram, Snapchat, and Tinder, floor ads, radio ads and a sales landing page. Six indiviuals were featured in total, each were actual McFit members with unique and inspring stories. Each story was featured in a documentary like story for social media, radio and additional content for McFit's branded content. 

 

Campaign Goals 

  • To gain interest & new membership sign up for 2019 calendar year
  • Female forward branded campaign, to ideally gain more female membership to McFit studio gyms. 
  • Create inspiring content for social media channels, particularly Instagram & Facebook.
  • Elevate brand imagery to appeal to a younger audience and engage more in social media than traditional outlets. 

Project Goals 

  • To gain interest & new membership sign up for 2019 calendar year
  • Female forward branded campaign, to ideally gain more female membership to McFit studio gyms
  • Create inspiring content for social media channels, particularly Instagram & Facebook
  • Elevate brand imagery to appeal to a younger audience and engage more in social media than traditional outlets
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Social Media Stragety 

We aimed to create a campaign that only showed real McFit members who had a transformational experience from their membership. We only selected real members and featured six specific stories, three men and three women who all had a unique fitness experience journey. This stories varied from a professional ballerina, an international DJ, to incredible weightloss journeys. Each was made to inspire people and encourage them to join McFit in the New Year. The hashtag: #stolzaufmich or Proud of Me was the main aspect uniting all campaign imagery. Every individual had their own featured documentary that was shown across all social media channels, telling their own fitness journeys and why they love McFit. 

 

Social Media Stragety 

We aimed to create a campaign that only showed real McFit members who had a transformational experience from their membership. We only selected real members and featured six specific stories, three men and three women who all had a unique fitness experience journey. This stories varied from a professional ballerina, an international DJ, to incredible weightloss journeys. Each was made to inspire people and encourage them to join McFit in the New Year. The hashtag: #stolzaufmich or Proud of Me was the main aspect uniting all campaign imagery. Every individual had their own featured documentary that was shown across all social media channels, telling their own fitness journeys and why they love McFit. 

 

Social Media Stragety 

We aimed to create a campaign that only showed real McFit members who had a transformational experience from their membership. We only selected real members and featured six specific stories, three men and three women who all had a unique fitness experience journey. This stories varied from a professional ballerina, an international DJ, to incredible weightloss journeys. Each was made to inspire people and encourage them to join McFit in the New Year. The hashtag: #stolzaufmich or Proud of Me was the main aspect uniting all campaign imagery. Every individual had their own featured documentary that was shown across all social media channels, telling their own fitness journeys and why they love McFit.  

Social Media Stragety 

We aimed to create a campaign that only showed real McFit members who had a transformational experience from their membership. We only selected real members and featured six specific stories, three men and three women who all had a unique fitness experience journey. This stories varied from a professional ballerina, an international DJ, to incredible weightloss journeys. Each was made to inspire people and encourage them to join McFit in the New Year. The hashtag: #stolzaufmich or Proud of Me was the main aspect uniting all campaign imagery. Every individual had their own featured documentary that was shown across all social media channels, telling their own fitness journeys and why they love McFit.  

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