Fitness Time "Summer Takeover"
Who Said Summer Had to Stay Outside?
Project Type
Integrated Seasonal Campaign / Art Direction / Experiential Branding / OOH
My Role
Creative Concept / Art Direction / Campaign Design
Client
Fitness Time
Project Overview
For Fitness Time’s summer campaign, we set out to create a fresh seasonal identity that would bring energy, color, and a sense of playfulness into the brand’s everyday training experience.
Instead of following the traditional visual language of fitness advertising, we created a world where working out and summer holidays collided.
The Challenge
As competition in Saudi Arabia’s fitness sector increased, Fitness Time needed a campaign that could stand out and appeal to audiences in a crowded market.
We wanted to break away from the serious, sharp, and often repetitive imagery associated with gym advertising.
The Creative Idea
We brought summer into the gym.
By combining familiar holiday objects with everyday training activities, we created surprising and playful compositions.
Models appeared training with colorful inflatable swim rings, while beach-inspired elements transformed familiar gym environments.
The campaign celebrated summer as something people could enjoy on their own terms, whether through exercise, relaxation, or both.
Bringing It to Life
We introduced vibrant colors, playful typography, expressive iconography, and unexpected visual combinations.
The campaign was extended throughout Fitness Time’s physical locations, incorporating inflatable objects around swimming pool areas, environmental graphics, stickers, danglers, and other branded touchpoints.
The visual language also carried through digital advertising, outdoor communications, and supporting campaign materials.
Rather than simply creating a set of seasonal advertisements, we developed a creative direction that could be experienced inside the gym.
The Work
My Contribution
Creative concept development, campaign art direction, key visual design, typography and iconography direction, environmental applications, and advertising adaptations.