Equinox’s annual campaign is taking a turn for the surreal.
The latest campaign from the luxury wellness company, called “Question Everything but Yourself,” references a culture rife with misinformation or misleading, AI-doctored imagery. It launches Monday across channels.
“Equinox as a brand has always been culturally relevant in campaign storytelling,” said Bindu Shah, chief marketing officer of Equinox. “We sat back and thought about what’s happening in culture today, and the truth is we’re surrounded by images, AI, filters, meme culture, especially on social media. They’re increasingly generated or exaggerated, and in [wellness], some are hyper perfect while others are overtly absurd.”
For Shah, it’s an opportunity to tap into a more self-empowered message for Equinox devotees. “The truth is that the work you put in, the effort, the discipline, that’s all real. It’s lived experience, and that actually fuels transformation. We just thought it was an easy message we could contrast with what we’re seeing in the world. We felt the campaign is a moment to remind people that you can question everything around you, but the work you put in yourself is real, earned and irreplaceable.”
The campaign features what Shah described as “provocative” and at times “extreme,” contrasting real models with AI-generated images like Pope Francis in a glossy red puffer or giraffes on rollerskates.
“We’re challenging convention, and we continue to sustain our luxury and fashion orientation,” she said. “Through the talent, the styling, the photography on the right side of each image, and of course, the content. You’re celebrating commitment, discipline, effort, transformation.”
A still from Equinox’s “Question Everything but Yourself” campaign.
Courtesy of Equinox
The campaign will largely live on Equinox’s social channels, club placements, the Equinox app experience and out-of-home media buys in key markets. “Our members are taking stock of their habits, their energy, what they want to commit to. This is our chance to make sure we have a statement. This campaign specifically, felt very intentional. It’s a moment for us to reinforce real effort, real transformation,” Shah said.
It comes at a time of positive performance for the company, Shah said. “We have been growing and opening up new clubs, investing in the member experience,” she said. “We’re on a strong growth trajectory, we’re continuing — there are about 40 new clubs in the pipeline as well. We’ve been doing a lot as it relates to providing more personalization holistically.”
It’s not the first time Equinox has looked beyond health and wellness to inspire its campaigns. In 2025, British fashion photographer Charlotte Wales lensed the company’s campaign, and it simultaneously tapped Kenny Scharf to collaborate on a T-shirt that benefited the Los Angeles Fire Department Foundation. About a decade prior, Equinox debuted its “Commit to Something” tagline in a campaign lensed by Steven Klein. Shah herself comes from a fashion background, having previously served as executive vice president, global chief marketing officer and chief digital officer of Tory Burch and before that, worked in digital marketing and media for Sephora. She joined Equinox in June.
