Equinox has traditionally used the New Year to launch bold, irreverent campaigns that challenge fitness, resolutions, and culture. Its latest campaign, “Question Everything But Yourself, ” continues this rebellious tradition by addressing the era of unreality amplified by the rapid rise of artificial intelligence (AI). The campaign’s 30-second lead spot is a whirlwind of AI-generated oddities: a woman biting a dog that reveals cake, U. S. presidents arm wrestling, “Mona Lisa” kissing “Girl with a Pearl Earring, ” and surfing popes and animals engaging in bizarre antics like diving into pools, attacking people, and roller-skating. Additionally, various creative visuals contrast uncanny AI figures—such as a three-breasted bikini model, an exaggeratedly muscular man, and a baby dictator—with gritty, authentic photos of real, fit models. “Question Everything But Yourself” will be showcased across digital, social, print, out-of-home, and streaming platforms. Created by agency Angry Gods after a multi-agency search, Equinox selected them to enhance brand buzz and value while reinforcing fitness as a luxury. Initially, Angry Gods proposed “Feel Everything, ” portraying workouts as a way to overcome cultural numbness. However, sensing it was predictable, they pivoted. According to Angry Gods’ founder Krish Menon, pitches aren’t about solving problems outright but offering compelling, interesting ideas for refinement. The final concept, developed by Executive Creative Director Gabe Miller, focuses on how consumers, amidst fake news, viral stunts, and AI-generated content, can no longer fully trust their eyes. This new reality sharply contrasts with the genuine vitality found at Equinox. Miller explained, “You need to question the world and be suspicious of everything to function, but you shouldn’t lose sight of what you can trust—that's yourself, your body, goals, and spirit. ” Unlike competitors, Equinox doesn’t sell fitness as a product but embodies values like effort, discipline, and intensity.

In a world where cosmetic procedures allow effortless appearance change, the campaign uses “shallow imagery to tell a very deep truth, ” said Menon. It emphasizes contrast without judging AI—acknowledging that while AI imagery is pervasive and normalized, some things, like authentic effort, cannot be shortcut. The campaign itself was created with extensive AI involvement—half of the images and most of the video assets were AI-generated—reflecting the normalized status of AI in media. Angry Gods aimed to mirror consumer feeds, incorporating current cultural references: for example, a 2023 meme featuring Pope Francis in a Balenciaga jacket made the cut, while others, like Venezuelan President Nicolás Maduro in Nike sweats, were excluded due to time constraints. The agency also avoided potentially misunderstood references, such as Nigerian prince scams. Menon stressed their intent was never to be mean or distracting but insightful. On the provocative image of a woman with three breasts, he noted its popularity despite its impossibility—highlighting how viewers are simultaneously fascinated and repulsed, unable to look away, exemplifying the compelling power of such imagery. While the campaign encountered some online criticism for AI usage, the agency clarified that AI was integral to the concept rather than an opportunistic addition. Angry Gods employs AI selectively in creative work but embraces it in processes like ideation and mock-ups. Menon elaborated, “Much of our strategy and mid-level work uses custom AI tools we've developed. Creatively, AI is used case-by-case. However, AI has revolutionized how we build storyboards and concepts for pitches—it enables us to convey and sell ideas more efficiently than ever before. ” This campaign boldly captures the tension between manufactured unreality and authentic self-trust in a digitally saturated world, reinforcing Equinox’s positioning as a brand that champions genuine effort amidst artificial facades.