the watsons

the work.

physique 57

when physique 57 needed a re-do, the watsons went to the barre. with studios in new york city, the hamptons, beverly hills, bangkok, and dubai, this boutique barre-based fitness company had a service offering that was enthusiastically embraced. but the brand’s look and voice weren't reflecting its strengths — figuratively or literally.


our first campaign showcased the fierceness that embodied both the instructors and longtime clients, among them, fashion designer norma kamali. to show the full spectrum of the brand experience, we also shot classes in action. the new look was clean, elegant, and urban, bringing in the energy and attitude of the city itself. the voice created an aspirational representation of the powerful women at the helm — and heart — of physique 57. 


when the watsons were later asked to promote physique 57’s new studio in new york’s financial district (fidi), we created a next-generation refresh that put a spotlight on the brand’s greatest differentiator: its extraordinary instructors.

here, we directed two shoots. the first, a highly-stylized, fashion-inspired approach, showing how these women live the brand’s promise on every level. the second, which featured the instructors at work, was shot reportage style, in the visually stunning baryshnikov arts center. media included print, out of home, digital, social, internal signage, and a new web site.