The idea behind the Genesis Gyms campaign was simple: make fitness feel more approachable, inclusive and fun.

Rather than focusing on the usual gym clichés of muscle and intensity, I developed a playful cast of illustrated characters, each with their own personality and a healthy dose of humour.

The characters became the foundation of a flexible campaign, brought to life through animation, social content, print, in-gym promotions and member communications.

The result was a friendly, recognisable visual language that helped take the intimidation out of joining a gym and reinforced the message that fitness is for everybody.