Archive for the ‘Art Directions’ Category
November 7th, 2011
I Imagine Studio is thrilled to have just kicked off a new six-month long integrated campaign for Midtown Athletic Club Chicago. Featuring direct mail, print ads in multiple publications including Chicago Social and Chicago Tribune, email marketing, and outdoor initiatives including buses and billboards along with email marketing efforts, the campaign aims to generate awareness [...]
July 26th, 2011
I Imagine Studio took on an exciting task this year– rejuvenating the Midtown brand. For the past eight months, our team has worked relentlessly to create a new road map for Midtown’s communications. The first step in the process was to devise a new brand foundation by talking to members about their met and unmet needs. In the end, I Imagine honed in on the over arching concept of healthy connections, which reflects the primary finding that members consider Midtown their home away from home. To translate the new brand foundation for Midtown members, we came up with the big idea for the whole campaign “Seize the moment”. Our goal was to capture the authentic Midtown moments that show an engaging place where real members and staff participate in various fitness and sport activities and community events. The first step to create a new image for Midtown Athletic club was a photo shoot. Sure, stock photography can tell some of the story, but there’s nothing like photos of the real thing, real people, real staff, real exercise and real location to convey the true essence. I Imagine teamed up with an experimental and unique Montreal based photographer Robin Cerutti, who other than being a very talented photographer, also holds PhD in nanophysics. With the help of the amazing Midtown Montreal team (Francois Leduc and Stefani Hope among others) we were able to prepare for the shoot in one week - a new record for our agency. During four long days of the shoot we were able to capture genuine moments and experiences of the beautiful Midtown Montreal club, featuring real members and staff in the following activities: tennis, yoga, mat pilates, pilates reformer, spinning, kick boxing, zumba, squash, spinning, personal training, swimming, spa, M cafe dinning and others.