A new fitness régime

It’s no secret that the last year was tough for the fitness industry. As gyms stayed closed, exercise habits changed. Virgin Active needed to show their current and new members that they had changed too.

This wasn’t about just jumping on the digital-workout bandwagon. The business had taken a hard look at their membership model and what they believed was the best approach to exercise. The result was their new Club+ and Online+ memberships, built around combining world-class home and outdoor workouts with all the quality of their clubs.

At home. Outdoors. In-club.

With old routines out the window and people reconsidering how and where to exercise, we created one continuous world and moved seamlessly between three distinct spaces to show that Virgin Active’s new offer has it all.

A new world of workouts

The campaign rolled out online across Virgin Active’s owned and paid channels. We created a colourful series of still and moving-image vignettes that gave a glimpse into all the different ways to workout with their new membership.


Virgin Active’s brand is built around helping people to live an active life; whatever life throws at them. These new memberships make that promise a reality.

After creating the campaign concept and story, we teamed up with up with film and photography duo Ilka and Franz to help finalise the shotlist and capture the action.

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CapGen