It this new series of fitness club billboards, the goal was simple. Catch people's attention with athletic imagery, while offering them the chance of empowerment without all the usual spew of insulting their current body, or how their life will immediately change for the better. Fitness is an evolving process, that should be in enjoyed in itself, as well as the end results.

The imagery was layered with bright light flares, showcasing the athlete's transformational state. Aside from blending into a black background, and giving the photos a metallic tint, sweat spray was added in, to give it that extra power workout at the gym feel.