Virgin Active Cycling

As the Creative Director at Virgin Active tasked with conceptualising a campaign for our Cycling offering, my primary focus was on developing two distinct identities for our Burn and Spirit experiences. Each of these offerings embodies a unique ethos and caters to different audiences within our diverse member base. For Burn, we honed in on the purist, data-driven cyclist, crafting a narrative centered around intensity, training, and measurable outcomes. The visual language and messaging for Burn reflect a sleek and high-tech aesthetic, emphasising sets, reps, and performance metrics.

In contrast, our Spirit experience is all about the energy, music, and vibrant atmosphere. We designed a lively and dynamic campaign that captures the essence of fun and enjoyment while burning calories. To further enhance the authenticity and premium feel of our campaign, we partnered with Ciovita to supply premium cycling kit for our models on the day, ensuring that our visuals align with the dedication to excellence synonymous with Virgin Active.