SoulCycle at home bike portion of the “Mind Altering Fitness” 2021 Campaign, including TVC, paid and organic social, web refresh, OOH. This Equinox+ campaign leveled up to SoulCycle’s Mind Altering Fitness brand refresh.
Director: Rich Ellis
DP: Andrew Price
Photographer: Doug Segars
Creative Director: Mike Cuthell
Art Director: Jeana Kolson Holmes
Senior Motion Designer: Blake Morrison
Senior Graphic Designer: John Patrikas
Junior Graphic Designer: Sakura Tateiwa
Post Editor: Raffi Asdourian
Producer: Katie Volker
Senior Copywriters: Olivia Bales, Mike Santoro
Director: Rich Ellis
DP: Andrew Price
Photographer: Doug Segars
Creative Director: Mike Cuthell
Art Director: Jeana Kolson Holmes
Senior Motion Designer: Blake Morrison
Senior Graphic Designer: John Patrikas
Junior Graphic Designer: Sakura Tateiwa
Post Editor: Raffi Asdourian
Producer: Katie Volker
Senior Copywriters: Olivia Bales, Mike Santoro
Initial Process Work and Sketches:
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WIP Film Storyboard
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Final Web Modules and Banners
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Tactical Social Pulse Treatments
![](https://freight.cargo.site/t/original/i/441e00c24628316c6969693c5305b1ba81126e56c0ead5352dd78ab909461e8d/Screen-Shot-2021-08-06-at-1.16.38-PM.png)
![](https://freight.cargo.site/t/original/i/d39070a1bd7cccde98405f2b55b4aa81a73239f58be7c1ebb88db149b96d0fbb/Screen-Shot-2021-08-06-at-1.20.12-PM.png)
WIP Film Storyboard
![](https://freight.cargo.site/t/original/i/012c068715addb641320e2f578be3590c94ede9910ee647669200769edae7469/Screen-Shot-2021-08-06-at-1.15.30-PM.png)
Final Web Modules and Banners
![](https://freight.cargo.site/t/original/i/bafff2869ec3a634f4ae9c1c2aa6c0abd290cc068fcc5e358aadb9c2ec552b5f/Screen-Shot-2021-08-06-at-1.38.39-PM.png)
![](https://freight.cargo.site/t/original/i/7d4b0d1ffdede0c1567e38aacc0931eddab0288174432a2134d7361f801710eb/Screen-Shot-2021-08-06-at-1.42.00-PM.png)
![](https://freight.cargo.site/t/original/i/c32710c9e287d204bf4193535e110bf937548115b3b1b510dcdb71f5a4c13d1c/Screen-Shot-2021-08-06-at-1.40.20-PM.png)
![](https://freight.cargo.site/t/original/i/3b4c3306ce31c0e30361d7a1917cb2f7756e48f5f72f1468a0738a29e0b38a87/Screen-Shot-2021-08-06-at-1.36.29-PM.png)
Tactical Social Pulse Treatments
![](https://freight.cargo.site/t/original/i/1723b98f3247ede6d02376e2e0af37b546c3355dc65e4bb47e3a0e9c925908fe/Screen-Shot-2021-08-06-at-1.48.57-PM.png)
Studio Windows
![](https://freight.cargo.site/t/original/i/a14a6236d4833ca43df23ad80036814a7296972671e8f0c5163335bb49ece0a0/Windows.jpg)
Instructor Stills
![](https://freight.cargo.site/t/original/i/dba569802a54a5641bf8b78f8fcfcb66d6e316500e2b877fab4411e99d4d764c/Screen-Shot-2021-08-06-at-1.58.09-PM.png)
![](https://freight.cargo.site/t/original/i/3ad2df6f3b5af05c093a916d5b1ea59d7cf1f6dd16cf9b5da00c232e7ded9e5d/Screen-Shot-2021-08-06-at-1.58.44-PM.png)
![](https://freight.cargo.site/t/original/i/0958e527b45467ffefbd88504f4ca6978dad8c9598159c36795a9d82c435f967/Screen-Shot-2021-08-06-at-1.58.35-PM.png)
![](https://freight.cargo.site/t/original/i/70faeb64565e14895b6efc1a0a6e43e1f86dab174a1b27fca37c31c6c048bc1e/Screen-Shot-2021-08-06-at-1.59.16-PM.png)
![](https://freight.cargo.site/t/original/i/bcb634d97e9b57ebe11fb4bfd380f16cf279433e12390b23201e7652a792c0f1/Screen-Shot-2021-08-06-at-1.59.25-PM.png)
![](https://freight.cargo.site/t/original/i/91acb5c2a191d1d2b0542317f2db603fa04f7844d9dcb9ec5d123d33c18f9689/Screen-Shot-2021-08-06-at-1.59.06-PM.png)
![](https://freight.cargo.site/t/original/i/1269a720220622bf41a29cdd4a4e008ca88c5c127c8074526c520c965004eb12/Screen-Shot-2021-08-06-at-1.58.57-PM.png)
At Home Rider Stills
![](https://freight.cargo.site/t/original/i/d576292a835e89a339e1f006cd2ba60dccf3763dff7fddfbeed70bc71bf3d23a/Screen-Shot-2021-08-06-at-1.54.31-PM.png)
![](https://freight.cargo.site/t/original/i/bf6c3749e2ab36e3f66d0065142403d7f8c9a5c145f0e9346d8f8d8fe25e693a/Screen-Shot-2021-08-06-at-1.55.08-PM.png)
![](https://freight.cargo.site/t/original/i/1af6e1badae732f31f89ea4fbd46c3b041d7e1c10676c5f18c596dd2af3ef529/Screen-Shot-2021-08-06-at-1.56.32-PM.png)
![](https://freight.cargo.site/t/original/i/60156eda6fee331a62c353d0324a0be01207535eceb839bb375346724c1c3195/Screen-Shot-2021-08-06-at-1.56.17-PM.png)