Jan 2021-Feb 2024
Will Mayer led all Creative and Brand for Equinox, reporting into Exec. Chairman Harvey Spevak
REEL
Some highlights from 2021-20242024 CAMPAIGN - WANT IT ALL
Equinox 2024 Brand Platform.
2023 CAMPAIGN - WE DON’T SPEAK JANUARY
On January 1, 2023 Equinox closed its doors to new members.
- 3.5 Billion organic impressions in first week
- Most web traffic in 24hr period in company history
- Broke company sales records for the start of January
- 504% lift in brand conversation compared to prior campaigns.
FORMS OF INTIMACY - EQUINOX x SOTHEBYS
Concepted, curated and executed a partnership with Sotheby’s to host an exhibit and benefit auction for Pride month. Forms of Intimacy included more than 20 photographs from incredible queer artists such as Steven Klein, Willy Vanderperre, Laurence Philomène, Emmie America and Cherry Au Hon I. It seeks to celebrate disparate LGBTQIA+ photographic points of view. Taken as a whole, this selection of photography and artistic voices bring visibility and esteem to queer people across the spectrum of sexuality and gender, through brave, vulnerable, and, above all, intimate gestures.
EQUINOX YOGASTRONG
Created a campaign to re-launch Yoga at Equinox. Shot by Axel Morin
SAUL NASH x EQUINOX
Created in partnership with British designer Saul Nash
CIRCUIT BREAKER
New class launch for 2023
2022 CAMPAIGN - LIFE IS THE LUXURY
CRYPTO
Co-led Web3 at Equinox. Helped to introduce crypto as a form of payment for memberships.
VALENTINES DAY
AIR EQUINOX (ARTIST IN RESIDENCE)
Created and launched AIR EQUINOX, an artist in residence program. 
2021 CAMPAIGN - WELCOME FORWARD
