A series of portraits for the YMCA.

The Y was looking to increase the membership of their Health and Fitness offering. They faced stiff competition in a highly competitive marketplace. But unlike everyone else; the Y is a charitable organization that gives back to the community with the strength of their membership. We used this truth and the universality of sweat to challenge perceptions and inspire people to break a sweat where it matters more. At the Y.

Credits:

Brandhealth Peterborough

Creative Director and writer: Rick Kemp

Art Director: Jordan Bowden

Project manager, producer and client services: Amy Bastianon

Digital:

Mark Tyler/ STIR