Why do you exercise? (Shh! I put it on my daily to-do list but it never gets crossed off …) The fitness market is flooded with trainers promising quick fixes. Instead of going with the popular “before/after” approach, we focused on the real psychological motivators that drive people to exercise. The campaign connects super-relatable everyday frustrations to relief — always coming back to the solution of: WORK IT OUT. Each ad positions exercise as the release valve to the stated stress factor – beyond getting fit, it speaks to the benefits for your mental and overall well being. Bold neon green against stark black creates an urgent, energetic feel that cuts through all the noise. The geometric logo treatment incorporates brisk movement and energy. Now Rivky wasn’t “another personal trainer” but a pro who truly understands — and cares! — about her clients’ lives. The buzz around the campaign underscored how important it is to speak real talk, telling people you get them and where they’re coming from. The raving feedback was doubly sweet being that I wrote the copy myself and Rivky is my sister <3