Art direction for ClassPass' 2018 New Years campaign. Led by the idea of "In With the New", the campaign takes a fresh approach to metaphorically stepping into the new year through a variety of fitness that ClassPass provides. Emphasizing the natural movement of the body through vibrant fields of color, the set literally had to be created around the models' gestures. Playful yet polished, the final outcome creates a minimal and striking balance between abstraction and a celebration of exercise. 

Rolled out across the website, paid social media ads on Facebook and Instagram, YouTube preroll ads, email newsletters and a printed mailer. The campaign ensured ClassPass netted its two biggest subscriber days ever—doubling the company's previous record. 

Client: ClassPass. Role: Art direction and design. Creative director: Greg Hathaway; Photographer: Seiji Fujimori; Videographer: Mosspark.