In a world where 70% of people no longer know what to believe online and 52% of Instagram/TikTok content is already generated by AI, Equinox has just launched a campaign that literally puts its foot in it.
“Question everything BUT yourself”
The idea is simple: juxtapose deliberately absurd and unsettling AI-generated images with real photos of people, sweating, REAL.
The message is clear: “In a world where almost everything can be falsified, one thing cannot be: YOU. Your vitality is an act of rebellion in an artificial world.”
What I love about this approach:
✨ They don’t shy away from the ambient chaos – they show it in all its weirdness
✨ They position physical effort as the last bastion of authenticity
✨ They transform discipline into premium luxury in an era of synthetic shortcuts
The agency has understood something essential: “AI imagery is no longer emergent; it is ambient. It is everywhere. And in the face of that, real work on oneself becomes radical.”
It’s bold, it’s uncomfortable, it’s perfect to kick off the year.
All the details here: https://lbbonline.com/news/equinox-2026-brand-campaign-AI
#Marketing #AI #Authenticity #Fitness #Equinox #BrandStrategy