Boomcycle #Cutloose Campaign

Boomcycle is London’s leading boutique cycle studio. Our #CutLoose campaign set out to change women’s perceptions about exercise. We created a film accompanied by a series of print ads, which celebrated working-out for how it makes you feel, disrupting the cultural orthodoxy in the category that it’s only about losing weight. We launched the campaign with a panel of leading influencers and journalists discussing the nature of working-out and aesthetics. In studios we partnered with Instax to capture #RealWorkoutSelfies, and ran life-coaching classes to help people #CutLoose.