Boom Cycle

Loving the sweat

Background

Boom Cycle is London’s leading cycle studio. With low lights and big beats, it brings the spirit of the club to the bike.

 

Idea

When it comes to working-out, the rise of #fitspo has made exercise more about how you look than how you feel. Rather than inspiring and encouraging it’s become about a perfect, pouting aesthetic that keeps people away from working-out.

 

Idea

Our #CutLoose campaign set out to change the way women think about exercise. We created a film which celebrated working out for what it really is; a sweaty and exhausted mess. We launched the campaign with a panel of leading influencers  and journalists discussing the nature of working-out and aesthetics. In studios we partnered with Instax to capture #RealWorkoutSelfies, and ran life-coaching classes to help people cut loose. 

 

BRAND STRATEGY / CONTENT / SOCIAL / PRINT