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.
Boomcycle Creative Agency: Brokkr Role: Art Direction