The Sports Center at Chelsea Piers
The brief here was nonexistent and the main thing that The SportsCenter had going for it was its size. It was enormous, the size of several football fields. So we built this campaign around its size, finding the concept of "room" to be the best iteration. Whereas other fitness clubs packed you in, The SportsCenter gave you some elbow room.
Boss/partner Mark Trippetti of Turf New York art directed these lovely ads and made the concept of "room" really sing.