The push to pull new members through the door

As part of an ongoing reopening push near the end of Covid-19 lockdowns, I was tasked with creating all the marketing materials for May’s “Be All In” campaign. It had to hold its shape across every surface a returning member or curious prospect might hit. This included a 15-second spot for in-club screens, digital ads, emails, and in-club posters. I built a single visual system around the line so it read as one campaign no matter where it landed.