Concept, art direction and illustration for ClassPass's online campaign to attract users going through important events in their lives. They identified 4 key life moments—Moving, Engagements, Birthdays and New Jobs—in which people tend to re-evaulate their existing fitness routines. Through a mashup of bold illustrations and crisp photography, the ads merge fitness with life events in surprising and playful ways. The ads were used in marketing on Facebook, Instagram, email and dedicated landing pages.

Client: ClassPass 
Role: Concept, art direction,
illustration, design 
Creative Director: Greg Hathaway