Spec piece: 300 Gym

Client: 300 Gym is a fitness center franchise attempting to increase its membership levels through a post-New Year’s citywide billboard campaign.

Challenge: To design and write copy that would be eye-catching for both pedestrians and drivers in an urban environment.

Solution: I wrote copy focused on New Year’s resolutions, on making a new change at the turn of the year. I employed “tough” motivational phrases meant to get people into gear, of making the attempt to transform into a new individual.