Grand Prix Fitness is a premium fitness brand catering to motivated individuals who expect high-end service, full support, and an atmosphere that removes barriers. The “Without Limits” project sought to refresh the brand identity and experience to reflect this mindset: that fitness is not confined to standard boundaries, and that the client’s ambition is limitless.
The advertising needed to break through the conventional fitness marketing clichés (e.g., standard gym shots) by emphasizing the studio's extensive, multi-disciplinary offering (e.g., combining yoga with boxing, or dancing with weight training). The goal was to inspire potential members by showcasing the freedom and versatility of their membership, while maintaining a premium and aspirational aesthetic suitable for outdoor, print, and digital media.
My approach was rooted in Conceptual Photo Compositing and High-Impact Visual Communication, using surrealism to immediately capture attention and reinforce the versatility of the fitness club.
Conceptual Compositing: I developed the concept of the dual-sport composition, using advanced photo editing and retouching to seamlessly integrate two contrasting physical activities within a single, unified visual frame. This intentional, slightly "absurd" visual device instantly communicated the "Fitness Without Limits" message.
High-Impact Layouts: For outdoor and print media, I utilized clean, high-contrast layouts, giving maximum dominance to the conceptual photography. The messaging was kept short and powerful ("You can do everything. You have just to want.") to ensure legibility and immediate comprehension across all viewing distances.
Consistent Visual Tone: The color grading and photographic treatment were maintained across all advertising formats, creating a cohesive and instantly recognizable campaign, regardless of whether the user encountered it on a billboard or a mobile web banner.
The campaign successfully created a memorable visual identity that stood out from competitors. By prioritizing the conceptual imagery, the campaign effectively conveyed the club's limitless offering. Crucially, the launch drove a measurable business result: an 18% lift in gift and trial card redemptions in the first quarter, demonstrating high creative conversion and ROI.
Advertisement for magazines
Retouching process
Booklet designed for the presentation of a gift card. By purchasing the card you are testing the club's servicefor one day or one week, as a result you should see the desire to become a member. Cover has two contrasting textures, the goal of which is to be pleasant on sensations and perceptions, as well to emphasize the design of the booklet and exclusivity.
