Equinox Exalts Breaking Boundaries with Life

The Life push by Equinox features a tie-up with fashion’s Nick Knight and a cast starring Ciara, Sergei Polunin, Maria Borges, and more.

Global lifestyle giant, Equinox, has released a short film featuring talent across a rich cultural spectrum. Entitled Life and directed by fashion authority and famed photographer, Nick Knight, the spot captures the brand’s emblematic mantra: It’s Not Fitness. It’s Life.

“The product is about celebrating a life well-lived; I wanted the work to be reflective of that sentiment. Working with a brand over a period of time allows me to dig deep and explore. I commend the brand for having taken this approach to creativity,” said Knight.

A collection of powerful moments, the video crystallises the meaning of high-performance living and influence of fitness that the marque personifies within and beyond the four walls of the club. The ad backs the debut of Travel Experiences and Equinox Hotels by the group.

The creative embodies love, water, spirit, energy, light, and voice—elements which the brand calls the building blocks of existence and expression. At the intersection of culture, fashion, art, and movement, the work aims to inspire a life lived better across disciplines.

“As we continue to disrupt the category we singularly defined, the resonance of our ethos is a testament of our unwavering commitment to empowering our community. Life represents the next chapter in defining our excellence and far-reaching impact,” said Vimla Black Gupta, CMO of Equinox.

The network operates 97 clubs in major American cities and worldwide to include Miami, New York, Los Angeles, San Francisco, London, Toronto, and Vancouver. Each one features bespoke design in a luxury environment. Additional credits on the Equinox work inlcude:

  • Music by Big Wild ‘Ascension’
  • Movement by Tanisha Scott (Drake, Migos, Sza, and Rihanna)
  • Styling by Anna Trevelyan (Lady Gaga, Kendrick Lamar, Jorja Smith, and Mac)
  • Makeup by Sir John (Beyoncé)