How The Equinox ‘Want It All’ Campaign Came Together

Equinox is no stranger to provocative and thought-provoking campaigns to catch your eye, and it’s returning to its roots this year with its latest concept, Want It All. The idea shows 16 conflicted desires with contrasting visuals photographed by Zhong Ling. Chief Marketing Officer Jeff De Korte tells THE DAILY how it all came together.

What’s the idea behind the theme?
We think of Equinox as a brand for those who want it all, those who desire a high-performance lifestyle, who like to find their edges and push their boundaries. This campaign is our effort to turn that truth into an imperative. One last call to action. We

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