Boomcycle #Cutloose

Boom Cycle is London’s leading boutique cycle studio.  

Our #CutLoose campaign set out to change women’s perceptions about exercise.

We created a film accompanied by a series of print ads, which celebrated working-out for how it makes you feel, rather then using it as a mean to loose weight. 

We launched the campaign with a panel of leading influencers  and journalists discussing the nature of working-out and aesthetics. In studios we partnered with Instax to capture #RealWorkoutSelfies, and ran life-coaching classes to help people cut loose.

Creative Agency: Brokkr
Role: Art Direction