Equinox trains the body, not the algorithm
In a world of fake gains, the fitness lifestyle brand flexes what’s real in a new campaign that conjurs multi-mammaried models and blinged-up popes in its questioning of AI-generated imagery.
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This provocative poster campaign, created for Equinox by Angry Gods, aims to generate a cultural conversation about the benefits of IRL gym work outs in a world dominated by digital mendacity.
The global brand campaign, Question Everything But Yourself, uses surreal fully AI-generated visuals juxtaposed against real photographs depicting healthy bodies – and the work actual humans put into getting fit – as something trustworthy in an increasingly synthetic world.
Running across digital and social platforms, print and OOH, it asks audiences to question everything they see except themselves and their lived experiences. Imagery was drawn directly from public AI memes and internet cultural oddities, and includes creations that may send make you feel a spot of unease.
Gabe Miller, ECD at Angry Gods commented: "A campaign that accurately reflects today’s AI trends and memes has to include things not everyone will like. If we had held back, [it] would not feel credible.”
